Research On Marketing Strategy For JD Global Purchase

As a new mode of our country's foreign trade,Cross-Border Electronic Commerce have been maintaining rapid growth trend recent years.Continuously upgrading of the national consumption,reasonable guidance of the policy as well as the constantly improving of the internet infrastructure can account for the rapid development of Chinese Cross-Border Electronic Commerce vocation.Although cross-border e-commerce has broad prospects,the representation of the “One Belt And One Road "policy is also the good opportunity of the development of Cross-Border Electronic Commerce.Every electronic commerce platform pushout cross-border business,which can not only satisfy the consumer's need for high qulity life,but also reduce greatly the buying cost of people as well as the guarantee of the qulity and after sale service of the product.However,as the appearence of the new things,Cross-Border Electronic Commerce is lack of enough theory reserch and it also knows little about the consumer behaviour and the analysis of buying intention.The purpose of this paper is to explore the marketing environment of Jing Dong's global purchase,to find the suitable marketing strategy for global purchasing business,and to try to provide a reference for the development of cross-border e-commerce in the new environment from the perspective of theory and practice.Firstly,the definition of cross-border e-commerce and the marketing theory of cross-border e-commerce are expounded in this paper,so as to provide a theoretical basis for the later analysis of Jing Dong's global shopping strategy.Secondly,this paper analyzes the enterprise background of Jing Dong Group in order to grasp the corporate background in a integral view and analyzes the current marketing situation and existing problems of the global supply business of Jing Dong from the macro and micro aspects.The macro environment includes the political and legal environment,the economic environment,the social environment and the technological environment while the micro environment includes industry trends,competitive situation and products features to analyze the current marketing situation of global purchase of Jing Dong.Through the analysis of macro and micro,we can understand deeply its background and reasons of giving the current marketing strategy;Thirdly,by subdividing and defining the target market,aiming at each target market respectively,taking the 4Ps theory as the frame,this paper objectively analyzes the current marketing strategy of Jing Dong's global purchasing business from four aspects: product,price,channel and promotion.Through the analysis of marketing strategy,the unique marketing and problems of global supply business are found.Finally,on the basis of analyzing Jing Dong's marketing strategy of global supply business,this paper draws some suggestions for improving the global purchasing business marketing strategy of Jing Dong and enlightens the whole cross-border e-commerce industry,and puts forward the necessary safeguard measures according to the strategy.In order to improve the competitiveness of Jing Dong's global purchase business,it is necessary to improve the added value of products,brand value building,supply chain construction etc.to get rid of the discount of global purchase of Jing Dong and its correlation of promotion in consumers' mind as well as shaking off the difficulties of the product homogenization,price war,falling of profit margins,etc.