Theresearch On Business Marketing Strategy Of Cross-Border Imported E-commerce Company G

In recent years,the development of cross-border e-commerce has attracted more and more people's attention.The emergence of cross-border e-commerce has changed and affected people's consumption habits.Not only are the new generation parents after 80 s and 90 s accustomed to online shopping,more and more middle-aged and older people are also starting online shopping.With the rise of e-commerce,large-scale cross-border ecommerce platforms such as Tmall,Jingdong,and Xiaohongshu have divided up most of the markets.For cross-border small and micro enterprises,where products,prices,and resources are not dominant.It is difficult to find a foothold.This article takes cross-border import e-commerce company G as the research object.G company was established in early 2017.Compared with large-scale mature e-commerce,it lacks advantages in technology,capital and management experience.In the face of the invigorating competitive environment,how can G Company combine its own characteristics,analyze advantages and disadvantages,implement more effective marketing strategies,and drive enterprise development,which is the key issue of this research.This paper first introduces the related concepts and marketing theories of cross-border e-commerce,and then introduces the general situation,business model and current situation of cross-border imported e-commerce company G,and analyzes the existing problems.Subsequently,the macro environment PEST analysis and enterprise industry environment analysis were carried out,and the SW company's competitive advantages,opportunities,disadvantages and threats were studied by SWOT analysis method.Then in-depth study of G company marketing strategy.On the basis of the marketing theory,this paper comprehensively analyzes the operating condition of G company and its industry environment,and finally puts forward the marketing strategy.It is hoped that it can better guide G company's future cross-border e-commerce business,provide reference for other companies carrying out cross-border ecommerce business,and attract more scholars' attention and research on small and medium-sized cross-border e-commerce.