The Repeat Purchase Rate Of Small And Micro Cross-Border E-Commerce Research On Marketing Strategy

With the overseas shopping trend in China,the number of customers who like to use foreign goods continues to rise.In order to meet the needs of customers who like overseas shopping,China's e-commerce platforms in large and small continue to develop international shopping channels,and cross-border e-commerce came into being.Among them,the number of small and micro cross-border e-commerce is growing particularly fast.The emergence of these small and micro cross-border e-commerce has provided convenience for people who want to shop abroad but are not able to go abroad frequently.However,due to the continuous expansion of the volume of small and micro cross-border e-commerce industry and the rapid increase in the number of merchants,it is very common for similar products to be sold by more than one,and the homogenization of products has emerged,and the industry competition is increasing with each passing day.This kind of homogenization brings the customers a very large choice space,and the control power also begins to transfer to the customers.Therefore,in the current environment,customers become the key for small and micro cross-border e-commerce enterprises to obtain benefits,and the improvement of repeated purchase rate of customers also becomes the focus of competition among various small and micro cross-border e-commerce enterprises.Therefore,this paper takes small and micro cross-border e-commerce Z as an example to study the promotion strategy of repeated purchase rate of small and micro cross-border e-commerce.This paper first studies the differences between traditional commerce and e-commerce,and between small and micro cross-border e-commerce and local e-commerce.The concepts of small and micro cross-border e-commerce and repeated purchase rate are studied.Meanwhile,the development status,advantages and disadvantages of small and micro cross-border e-commerce are expounded.At the same time,through the existing literature research,this paper summarizes the influencing factors of e-commerce on the improvement of customer repeat purchase rate,and summarizes the general strategies to improve customer repeat purchase rate.This paper combines theory with practice to explore ways to improve the repeat purchase rate of small and micro cross-border e-commerce customers.This paper takes small and micro cross-border e-commerce Z as the case study object to summarize the current operation status and main challenges of e-commerce Z.And from the external factors and internal factors of e-commerce Z to improve the re-purchase rate of the method is analyzed.Finally,the paper summarizes the problems of e-commerce Z in increasing the repurchase rate from three aspects.Research methods based on grounded theory as the core,and with small cross-border electricity Z goods online assessment for the raw data,through an open coding,axial coding,selective coding analysis stages,the conclusion is drawn that the core category is "factors influencing the repeated purchase intention of small and micro cross-border e-commerce customers",and a theoretical saturation test was carried out.Secondly,through theoretical and logical deduction,the paper constructs the model of influencing factors on customers' repeated purchase intention of small and micro cross-border e-commerce enterprises,and finds that consumers' repurchase intention is affected by three factors,namely,customer trust,customer satisfaction and transfer cost,before,during and after purchase.Finally,based on the research conclusion of grounded theory,this paper explains the influencing factor model of customers' repeated purchase intention of small and micro cross-border e-commerce.This paper puts forward countermeasures to improve the repurchase intention of e-commerce Z in the three stages of pre-purchase,mid-purchase and post-purchase,and puts forward several specific proposals according to the time logic,so as to make this paper more practical.This paper not only analyzes the difficulties and decisions of e-commerce Z,but also provides reference for other small and micro e-commerce enterprises at a similar stage.