G Cross-Border E-Commerce Experience Store Marketing Strategy Research

With the advent of globalization and the era of consumer upgrading,Alibaba and Jingdong have made a lot of money.Many enterprises have entered the cross-border e-commerce industry,and the competition in the industry has become extremely fierce.At the same time,as China's Internet population dividend disappears,flow entrance was BAT giants such as blockade,total bureau of national ministerial conference on cross-border e-commerce retail import tax policy notice on crossborder electricity to buy luxury products through higher taxes,and undesirable businessman cheating consumers by selling counterfeit luxury goods,lead to consumer distrust of luxury electric business as a whole,a lot of electricity have closed down.In the face of such enterprises can change the outside environment,G how crossborder electricity by adjusting the direction of their own,find a new target market,and in view of the target market,formulate marketing strategy,breakthrough the bottleneck of development,become enterprise of the most important problem.This article will take the G cross-border electricity as the research object,through the study and research of marketing theory and combined with electricity marketing theory,the problems of G cross-border electricity has carried on the comprehensive analysis,help enterprises to find new target market,and in view of the target market,formulate marketing strategy,help enterprises to breakthrough development bottleneck,get more customers and profits.This paper summarizes on the relevant theories of marketing and induction,first of all,using PEST analysis method,analysis of cross-border electricity integral marketing environment,analysis in politics,economy,culture and science and technology and so on four aspects of opportunities and challenges.Secondly,after the segmentation of the whole consumer market,it is found that middle class female consumers are dissatisfied with the purchase of skin care methods and prices.Again,using the SWOT analysis method,the advantage of the G cross-border electricity suppliers,weakness,opportunity and risk are analyzed in detail,found that companies in the high-end cosmetics industry has absolute advantage,and middleclass women consumer demand highly consistent,so will the middle class women consumers as the target market,suggest that companies give up temporarily invest on luxury goods,to use all the resources in the high-end cosmetics industry,try our best to meet the needs of middle class women.Marketing positioning for the middle class women consumers,in order to meet the needs of target market shopping,open offline store experience,combining online and offline new retail mode,make the enterprise products and way,with electricity and other shop counters.Finally,according to the target market and marketing positioning,the marketing strategy is formulated: in the product strategy,the high-end skincare brand that the target customer needs is sold.In price strategy,put forward the price of e-commerce,the quality of the counter.In the channel strategy,the online and offline channels can be opened up so that consumers can buy the products they need anytime and anywhere.On the promotion strategy,offer discount promotion,integral promotion,lottery game promotion and so on.In terms of service marketing,people,both online and offline,are equipped with professional service personnel to answer various questions raised by consumers.The process and facilities provide customers with the simple shopping process like the shopping mall counter,and the shopping environment is as good as the flagship store of the brand in the facilities.In terms of communication,BBS is set up on the website for consumers to communicate with each other.Meanwhile,WeChat public number and microblog are set up to increase interaction and communication with consumers.