Research On Marketing Strategy Of JXTD Company Based On Cross-border E-commerce Platform

With the combination of the Internet and the global consumer market,cross-border e-commerce is highly sought after in the world.The development of cross-border e-commerce can not only bring more profit to the development of the enterprise,but also bring great convenience to the global consumers.All countries in the world are actively participating in the development of cross-border e-commerce,and continue to introduce guidance and support policies to protect the development of cross-border e-commerce.The era of cross-border e-commerce is the era of consumers.They have more choices and bring new development space to enterprises while testing the enterprise.In order to obtain a larger consumer market and attract consumers,it is necessary for enterprises to develop a special cross-border e-commerce marketing strategy.Cross-border e-commerce is developing rapidly,and there are not many enterprises that can quickly realize transformation.At present,China's main cross-border e-commerce platform is still Amazon,e-Bay,AliExpress,etc.Other companies often choose these large-scale cross-border e-commerce platforms to conduct cross-border e-commerce business based on their own business or financial constraints.JXTD is a typical company like this.It has entered the cross-border e-commerce platform while maintaining the traditional export business,which has brought convenience to its business development.In order to enable JXTD to gain greater market share and improve product competitiveness,it is necessary to study its marketing strategy on cross-border e-commerce platforms.Based on the international classic marketing theory,this paper provides guidance for the research of JXTD's marketing strategy on the cross-border e-commerce platform.Through an in-depth understanding of JXTD's business and marketing status on the cross-border e-commerce platform,it was found that JXTD has problems such as single development platform,inventory constraints,and weak product promotion.In order to seek a more favorable marketing strategy,this paper uses PEST analysis method to grasp the macro environment of JXTD's cross-border e-commerce business as a whole,and deeply understands the competitive advantages of JXTD's cross-border e-commerce business through micro-environment analysis,as well as changes in consumer demand in the context of cross-border e-commerce.macro-micro comprehensive analysis is conducive to setting a clear direction for the company.After that,the STP theory was used to select and locate the target market for JXTD.Based on the 4C marketing theory,it proposes specific strategic guidance for JXTD's operation on the cross-border e-commerce platform from four perspectives:customer strategy,communication strategy,convenience strategy and cost strategy.Finally,the relevant safeguard measures were proposed to protect the marketing strategy of JXTD.