Research On Cross-border E-commerce Marketing Strategy Of Shenzhen AXT Company

Since the access to the WTO,China has become more and more in line with international standards and has accelerated the pace of internationalization.With the changes in consumption habits and payment methods upgrade brought about by technological changes in recent years,people have turned online transactions into a trend.e-commerce services for cross-border e-commerce are entering a “golden period”.As a small and medium-sized enterprise in Shenzhen,AXT is also trying to do cross-border e-commerce export trade.However,due to the company's limitation of experience and knowledge in this area,when operates in cross-border e-commerce,encountering some problems and challenges.This article takes AXT as the research object and analyzes its international business.Through the theory of cross-border e-commerce and marketing,research based on the company's current situation and development goals,how to apply cross-border e-commerce platform to bring greater opportunities for enterprise development.First,the paper lists the definitions and characteristics of cross-border e-commerce,as well as the relevant theoretical basis of marketing: PEST,SWOT and Porter's five-force model.According to the actual situation of AXT,this theory is applied to analyze theoretical support.Secondly,it sorts out the current situation of AXT's cross-border e-commerce and company organization structure.And it points out the company's problems in operating cross-border e-commerce.Thirdly,we use SWOT,PEST theory to conduct a detailed analysis of the company.Analyze the advantages and disadvantages,the opportunity and challenges,analyzing the company's macro environment.Fourthly,according to the company's cross-border e-commerce development plan,the company's cross-border e-commerce STP strategy was formulated,and the market segments were selected to locate different platforms according to different target markets.Finally,Develop 4Ps marketing strategy: products,prices,channels and promotions.In order to ensure implementation of AXT cross-border e-commerce marketing strategy and marketing policies,recommendations have been made from products,preferential marketing policies,channel guarantees,etc.,so that marketing strategies can be implemented well.