Research On The Marketing Strategy Optimization Of HG Cross-border E-commerce Company Under The Bonded Zone

With the continuous deepening of global economic integration and the continuo-us growth and development of Internet technology,all walks of life are undergoing the transformation and development of the Internet.Nowadays,Online shopping and internet consumption has become a habit of consumption.Based on the Internet platform,Cross-border Electronic Commerce has come into being and developed rapidly.Through interactive communication,it has greatly reduced the distance between domestic enterprises and foreign consumers,it also break the limits of region and time,facilitating international trade.As a specific economic function area for the implementation of the closed supervision by the customs,Special customs supervision area are the experimental fields and pilot areas of the first trial of various reforms and innovations.in order to provide new opportunities for the development of cross-border E-commerce,China is actively carrying out pilot trade diver sificative experiments,creating a good business environment for e-commerce,structuring t-he industry chain of the Electronic Commerce,building a modern e-commerce service platform for the foreign trade upgrading.Under the new opportunity and on the basis of giving full play to its own advantages,as an e-commerce company built cross-border e-commerce platform,HG company has done its best to review the development environment it faced,seize the opportunity and adjust the marketing strategy furtherly,which are of great significance for its realization of its own leap forward development and further promotion of sales and profit.Based on the analysis of the Cross-border e-commerce research at home and abroad,this paper sums up the related theories of Cross-border e-commerce and marketing,and briefly introduces the development status of the Special Customs supervision zone in the domestic bonded area and its positive influence on cross-border electronic commerce in China.At the same time,HG Cross-border E-commerce Company as the research object,using pest,Porter's five-force model and SWOT analysis model to analyze the internal and external environment of Cross-border e-business,and based on the analysis of the external environment,internal structure and company profile of Hg Company.It makes clear the existing problems in the current marketing strategy.Finally,based on the marketing theory,the paper puts forward the Marketing Strategy and Marketing Strategy Optimization for the further development of HG company.