Research On The Marketing Strategy Of Food Filling And Packaging Machinery Export Enterprises Under The Background Of Cross-border E-commerce

In recent years,one belt,one road,and the other is the policy of the whole country.With the development of economic globalization and the promotion of the policies of all countries and regions,more and more small and medium-sized enterprises have been pushing forward the internationalization.Overseas market has become more and more important for the development of enterprises.Meanwhile,with the advent of the Internet big data era,China's cross-border electricity providers have entered a stage of rapid development,showing strong momentum of development in foreign trade.The proportion is increasing.Cross border e-commerce has the characteristics of simplifying trade process and improving efficiency.At the same time,it reduces the foreign trade threshold of small and medium-sized enterprises and makes the intermediate link "linear".Company A is one of the earliest enterprises in China to produce food packaging and filling machinery.Since its establishment,it has continuously cultivated in the food packaging and filling machinery industry and registered a number of patented technologies.In 2017,Company A invested a lot of funds to comprehensively transform and upgrade production equipment.However,because the domestic market is becoming saturated,competition is becoming increasingly fierce,and foreign markets are not selling satisfactorily,resulting in the company 's overcapacity.Facing these realistic problems,Company A must accelerate the development of overseas markets to meet the company's needs for rapid development.This article uses research methods such as literature research,case analysis,comparative research,and quantitative research.First,the overall background of the macro environment of cross-border e-commerce,the industrial environment of food packaging and filling machinery,and the situation of company A itself.Analyze and establish the company's strategic cycle goals by establishing a model;then summarize the existing cross-border e-commerce marketing strategy of Company A and analyze the existing problems and deficiencies;finally,address the current problems and deficiencies of Company A,and combine modeling The obtained company's strategic cycle goals put forward a complete set of marketing strategy optimization plans,which has practical reference value for the company A's current problem of how to accelerate the process of overseas market development.In summary,when changing the traditional business model in overseas markets and launching cross-border e-commerce,Company A needs to continue to explore the Internet and develop multiple marketing models.At the same time,it should establish and strengthen brand awareness,improve product quality,and create added value.At the same time,through the flexibility of order transactions and regional marketing methods to increase trade opportunities.It is also necessary to improve and optimize job responsibilities and salary systems,and combine the requirements and actual conditions of talents in the context of cross-border e-commerce to formulate policies and systems that meet the company's own conditions.Company A not only has the characteristics of a general import and export production and trading company,but also has the characteristics of high technical requirements,complicated technology and long transaction cycles for food packaging and filling machinery products.Therefore,in the context of cross-border e-commerce,it is in line with research on marketing strategies for machinery and equipment export companies,and has practical application requirements.