Research On Marketing Strategy Of KL Cross Border Import Ecommerce Platform

With the improvement of people's consumption level,the deepening of economic globalization and the rapid development of Internet technology,consumers have higher and higher requirements for commodities.Domestic commodities have long been unable to meet the needs of consumers.Cross border e-commerce has emerged with the trend,becoming a new form of international trade and a new engine for the growth of foreign trade.Among them,especially the booming development of cross-border import ecommerce business has stimulated the growth of domestic consumer market and also led to the upgrading of domestic consumption.The emergence of cross-border import ecommerce enables domestic consumers to have more choices and channels to purchase overseas goods with better security and quality.Facing the strong shopping desire and huge market demand of domestic consumers,many domestic e-commerce platforms,logistics enterprises and even various investment companies have launched their own cross-border import e-commerce platforms,with increasingly fierce market competition.At present,cross-border e-commerce is an emerging industry,which lacks mature theoretical and practical experience.How can cross-border e-commerce enterprises combine core factors such as product characteristics in line with their own platforms,preferences of user groups,innovative marketing strategies and logistics supply chain to help enterprises gain market share,competitive advantage and benign competition Development is an issue that all cross-border import e-commerce enterprises need to consider.KL cross-border import e-commerce platform is a typical comprehensive crossborder import e-commerce platform in China.How to formulate a marketing strategy suitable for the platform to keep its leading position in the same industry is the first problem to be solved.This paper takes KL cross-border import e-commerce platform(hereinafter referred to as KL e-commerce platform)as the research object,based on STP theory,4Ps marketing mix theory and other theories,studies the marketing status of KL e-commerce platform,analyzes its marketing macro and micro environment,and points out its strategic direction by SWOT analysis,and then conducts STP analysis on this basis,so as to analyze the 4Ps marketing group of KL e-commerce platform Put forward optimization suggestions according to the strategy.The research of this paper provides some useful marketing strategy reference suggestions for cross-border e-commerce platform,and makes some contribution to the development of this field.