Case Study On The Network Promotion And Effect Of Nanchang Macchi Cross Border E-Commerce Company

With the development of Internet economy,the network has entered into thousands of households in China,E-commerce has become an indispensable way of life.In recent years,with the rapid development of e-commerce,cross-border e-commerce in China is also rising rapidly.At the same time,with the further development of foreign economic and trade cooperation,the scale of China’s cross-border export e-commerce is gradually expanding.Its main mode is to use the traditional network platform to spread the domestic products to the international market in time.Through cross-border e-commerce platform,buyers and sellers can realize online communication and transaction,thus reducing the time cost and space cost of transaction.Macchi was founded in June 2018,is a new cross-border e-commerce enterprise,affiliated to Shenzhen hengtaide e-commerce Co.,Ltd.Its main mode is B2 C mode,which combines online and offline.This paper mainly studies the network promotion of Macchi company and analyzes its promotion effect.It uses in-depth interview method to interview the company’s employees,understand the current situation of the company’s network promotion,and collect second-hand information through the platform.In this paper,we mainly analyze and study the current situation and promotion effect of the company’s network promotion through the theoretical basis of sales funnel,cross-border e-commerce consumer behavior mode,Maslow’s demand level theory and customer demand level theory for product and service.It mainly studies and analyzes the four stages of the sales funnel,and finds out the problems existing in the network promotion of the company through the analysis.In the awareness stage,new employees are hard to judge accurate customers,their foreign language level is poor,lack of network research,and the promotion effect of various platforms is not ideal;The main problems in the stage of interest are that the product does not meet the needs of customers,the product positioning is not clear,and the advertising attraction is not enough;The problems in the evaluation stage mainly focus on the lack of relevance,experience and interaction of the landing page,and the lack of brand appeal;The problems in the payment stage mainly focus on the price is not ideal,the logistics mode is not ideal,the payment mode is not flexible and so on.The Countermeasures in the stage of consciousness mainly include the Countermeasures of drainage,training and investigation;The Countermeasures in the stage of interest mainly start from the product countermeasures and advertising Countermeasures;The Countermeasures in the evaluation stage are mainly from the aspects of digging pain and landing page;At the stage of payment,it mainly puts forward countermeasures and suggestions from the aspects of price,logistics and payment.