Research On Marketing Strategy Of Company A On Amazon Cross-border E-commerce Platform

During these years of production and export business of filter cartridge products,company A has achieved steady growth year by year.However,after the Sino-US trade war and the impact of COVID-19,its international marketing has encountered difficulties and challenges.At present,cross-border e-commerce has become an important way for many enterprises in international trade,and Amazon platform provides a large number of business opportunities for Chinese manufacturer to export.Due to company A has not developed a good marketing strategy,when facing Amazon platform,Company A has the problem of lacking of customer access information,does not know how to pay attention to customer experience,cost control is not standard,and communication with customers is not smooth.Therefore,this paper conducts an indepth study on the product marketing strategy of A Company’s Amazon Platform of North American.This paper reviews the related literature at home and abroad,and generalizes the present state of the company’s operating,and then a detailed analysis of industry inside and outside environment and their own advantages and disadvantages,and combined with the development of the current market situation,through the analysis of the theoretical basis and method guidance problems,explore the marketing idea of amazon ecommerce platform,finally put forward the feasibility suggestions.The research shows that the customer-centered marketing,grasping the pain points of customers for product marketing,optimizing the cost structure,and improving customer communication and convenience run through the whole transaction process of B2 C cross-border e-commerce,which are also the main factors restricting company A’s marketing in Amazon.Finally,this paper studies product marketing on Amazon from the perspective of consumer behavior,fully understands the marketing concept of Amazon e-commerce platform,and puts forward specific measures and suggestions for customers,cost,communication and convenience,which has guiding significance for the company’s subsequent development.