Comparative Analysis Of The Performance Of Different Cross-border E-commerce Marketing Methods

In recent years,the global economic downturn has led to a slow or even declining trade growth in China.However,cross-border e-commerce has developed rapidly,especially cross-border e-commerce exports.The development of cross-border e-commerce has provided platforms and channels for many companies,especially small and medium-sized enterprises,to enter the international market.At the same time,this has also brought competitive pressures to cross-border e-commerce companies.In order to gain competitive advantages in the ever-increasing cross-border trade,cross-border e-commerce export companies,especially SMEs,need to make more efforts in cross-border e-commerce marketing.So cross-border e-commerce companies need to evaluate the merits of various cross-border e-commerce marketing methods,select appropriate cross-border e-commerce marketing methods.And cross-border e-commerce companies need to comprehensively evaluate the company's marketing effectiveness.So it's necessary to establish a marketing performance evaluation system for cross-border e-commerce export companies and compare the performance of different cross-border e-commerce marketing methods.This paper is based on relevant research on cross-border e-commerce,internet marketing and it's performance evaluation,and distinguishes different cross-border e-commerce marketing methods.In order to compare the performance of different cross-border marketing methods,based on BSC and comprehensive analysis,this paper uses expert scoring and analytic hierarchy process to establish a three-tier cross-border e-commerce marketing performance evaluation system with the performance of Finance,Customer Relationship,Internal Operating and Learning and Growth.Then a survey was conducted on senior practitioners,then this paper compares the different levels of performance of different cross-border e-commerce marketing methods by using the fuzzy comprehensive evaluation method.In terms of finance,from high to low,the results are:ecological cross-border e-commerce marketing,cross-border e-commerce network advertising marketing,cross-border e-commerce social network marketing and cross-border e-commerce content marketing;In terms of customer relationships,from high to low,they are:cross-border e-commerce social network marketing,ecological cross-border e-commerce marketing,cross-border e-commerce network advertising marketing,and cross-border e-commerce content marketing;In terms of internal operations,from high to low,they are:ecological cross-border e-commerce marketing,cross-border e-commerce social internet marketing,cross-border e-commerce network advertising marketing,and cross-border e-commerce content marketing;In terms of learning and growth,from high to low,they are:cross-border e-commerce social network marketing,ecological cross-border e-commerce marketing,cross-border e-commerce network advertising marketing,and cross-border e-commerce content marketing;In terms of overall performance,from high to low,they are:ecological cross-border e-commerce marketing,cross-border e-commerce social network marketing,cross-border e-commerce network advertising marketing,and cross-border e-commerce content marketing..Finally,this paper give cross-border e-commerce companies some advices on cross-border e-commerce marketing.The construction process of the cross-border e-commerce marketing performance evaluation system in this paper has a certain theoretical significance.At the same time,the comparative analysis of the performance of different cross-border marketing methods has some guiding significance for the cross-border e-commerce marketing of cross-border e-commerce companies.