Research On The Influencing Factors Of Cross Border E-commerce Export Internet Marketing Performance Of Apparel Enterprises

With the rapid development of cross-border e-commerce,China’s garment enterprises tend to choose cross-border e-commerce export in terms of going abroad.Cross-border e-commerce export has its obvious advantages,such as low threshold,low cost,complex process simplification and many other advantages.These advantages are enough to attract the vast majority of garment enterprises to explore new ways and new thinking of international trade.However,due to the huge attraction of cross-border e-commerce and the low entry threshold for cross-border e-commerce business,the number of apparel enterprises engaged in cross-border e-commerce business has seen explosive growth in the past decade.More competitors mean smaller profit space.In order to gain more market share in limited space,most enterprises adopt low price strategy to gain market.However,only seeking low price strategy often has a negative impact on the sustainable development of enterprises.Enterprises must consider various aspects when engaging in cross-border e-commerce export.Based on this,this study also carries out relevant work,draws research conclusions through a series of methods,and puts forward corresponding suggestions and measures according to the research conclusions.Firstly,this paper consolidated the theoretical basis through literature review,and established the influencing factor index system including five first-level indicators and 20 second-level indicators of shopping experience,commodity information,security,information promotion and financial status through literature review method,case analysis method and expert scoring method.Secondly,this paper conducts a questionnaire survey for the final indicator system.The survey objects focus on cross-border e-commerce apparel export enterprises,cross-border e-commerce platforms and relevant industry experts.The survey objects all have different levels of cognition and practice on cross-border e-commerce export,so it meets the questionnaire filling requirements of this study.Subsequently,this study conducted reliability and validity analysis on the data collected after questionnaire issuance,and the results met the requirements.In the empirical part,based on the data obtained,the BP neural network model is used for empirical research,and the weight of all the influencing factors is systematically obtained,and the summary is classified into three steps: strong effect intensity,general effect intensity and weak effect intensity.Finally,it is concluded that the stronger effects are price competitiveness,cross-border payment security,shopping process convenience,after-sales service and website security.The effect intensity is generally in order of clothing quality,cross-border logistics security,new product development speed,clothing cost performance,consumer privacy security,cross-border logistics efficiency,consumer loyalty,exchange rate,platform awareness and clothing design.Social media/online celebrity live streaming,platform/website quality,promotional activities,brand image and online advertising have the lowest effect intensity.According to the research conclusions,some policy suggestions are put forward to help enterprises improve their online sales performance.