A Explorative Study Of The Business Model For The Cross-border E-commerce Based On The Community Marketing

With the popularization of mobile intelligent devices and the promotion of intelligent online operation of retail enterprises,people’s consumption habits are gradually changing,and online consumption is playing a more and more important role in replacing offline consumption.Cross-border e-commerce has developed rapidly in recent years,and the strong support of government policies has promoted many domestic e-commerce platforms to try their hand at importing cross-border e-commerce industry.Community economy is a new marketing mode developed with the mobile Internet in recent years,which greatly deepens and extends the traditional marketing mode.In performance form,community economy is a set of user management system,fully activated by the user community the precipitation of users,it is more pay attention to the emotional connection between users and use of social media tools to fully mobilize members of our community activity and the propagation force,so the cross-border economic operation mode under the background of electricity business community is more meaningful,also received the attention of some scholars.In terms of research content,this paper selects three typical enterprises using social economic development to carry out multi-case analysis.After the questions are raised at the beginning of this paper,it clearly defines the nine elements of business model,the business model of social platform,the business model of cross-border e-commerce and the multi-case analysis.Then,based on the above definition,three companies named logic thinking,baby tree and little red book are selected to analyze the nine elements of their respective business models,and cross-case analysis situation is used to make horizontal comparison from four aspects and draw different conclusions.Based on the existing problems of cross-border e-commerce in China and the reference provided by existing cross-border e-commerce community companies,nine elements of the business model for the operation of cross-border e-commerce community are obtained.Finally,conclusions are drawn based on the analysis of the above three parts,and Suggestions are given for the development of cross-border e-commerce and cross-border e-commerce community operation.In terms of research methods,this paper adopts multi-case study method and literature reading method.The multi-case study method helps researchers reach more scientific and objective conclusions by increasing the number of cases and following the logic of theoretical replication.The community economy business model of cross-border e-commerce studied in this paper is an open and regular subject,which is suitable for multi-case study.Literature reading,on the other hand,can start from previous studies,explore the multi-dimensional perspective of this topic,and find out the relevant and different points from their studies.In addition,literature reading can also expand the field of vision of the paper,and conduct viewpoint research and elaboration with a more comprehensive understanding.Finally,through the above analysis,horizontal and vertical discussion at three different community levels,and combined with the current problems of cross-border e-commerce in China,the consistent development model of cross-border e-commerce community economy in four dimensions and nine elements is obtained,and the operation and development opinions of cross-border e-commerce community economy are given.