Analysis On The Strategy Of Developing Overseas Markets By Small And Medium Foreign Trade Enterprises Under The Background Of Cross-border E-commerce

With the development of Internet and import and export business model,the concept of Cross-border electronic commerce has been known by people gradually.Cross-border E-commerce,as a new type of international trade way,is based on the Internet and the global trade platform.It is well known as a convenient and efficient channel to help the original products,services and information to transfer in the exchange process,which changes the living and spending habits of people.Because of the recognition of online-shopping consumption patterns,the gradual formation of consumer habits,as well as the impact of new trade models,the traditional import-export enterprises have to rethink the market and strategy so as to find an appropriate market promotion solution under the new background of Cross-border E-commerce.The thesis has two main purposes.One is to specify cross-border e-commerce effective way and new form for small and medium-sized enterprises by sorting out the effective marketing channels,analyzing the business environment of overseas market,as well as doing the exploratory research of marketing strategy to the small and medium foreign train enterprise.The other is to formulate a set of appropriate feasible promotion and marketing strategy for CARNEE company by analyzing the expanding strategy for the company which focus on exporting amusement park rides and offering the integrated solution of amusement park.On the basis of extensive access to relevant research literature at home and abroad,the main content begins with the following ideas.Firstly,this paper analyzes Cross-border E-commerce on basis of the Internet,and then introduces the trend of PC Internet and mobile Internet,the thinking model of Cross-border E-commerce as well as the basic theory of SEM and SNS.Secondly,it analyzes the influencing factor of business strategy,which is the whole business environment of overseas market.And meanwhile,it studies the expanding model and current market strategy of the small and medium foreign trade enterprises.Finally,taking CARNEE,a foreign trade enterprise as an example,it concludes a feasibility of overseas market expansion strategy and recommend the guarantee measures.Through the study of the main contents,we can see:(1)The new form of foreign trade e-commerce is influenced by B2 C platform thinking and PC interconnection and mobile interconnection.It is feasible by introducing C-thinking model into B2 B platform.The order can becompleted directly through online communication,,payment and logistics,which is a market-oriented trading program.Based on the impact of the PC Internet and mobile Internet,SEM(Enterprise Website Search Engine Marketing)and SNS(Enterprise Social Platform)promotion is essential.(2)The small and medium-sized foreign trade enterprises in developing overseas markets,should offer the service guarantee by enhancing the core competitiveness,such as organization structure,human resources allocation,leadership decision-making,product line selection,rational allocation of resources,the promotion of media applications,the construction of the perfect service system,etc.Business can be carried out jointly with the promotion of online and offline channels.The online promotion have obvious investment returns,which is the entry point for small and medium-sized foreign trade enterprises in the international market.The offline promotion are conducive to the company's brand,which can improve the company's image.