Research On The Cross-Border Marketing Strategy Of DX Brick Carving And Ancient Construction Co., Ltd.

As a cultural symbol of human history and civilization,ancient architecture embodies the historical and cultural essence of various ethnic groups.Under the background of the rural revitalization strategy,my country’s ancient construction industry is in a large-scale historic construction window period.After more than ten years of development,DX Brick Carving and Ancient Construction Co.,Ltd.has become a well-known brick carving company integrating design,production,construction and consulting services.an indispensable force.As brick carving is a typical building component and belongs to large durable consumer goods,it has low user attention,high unit price,low repurchase rate and high transportation cost;at the same time,it has distinct historical,national and artistic qualities.Since the concept of "cross-border" entered the industry and academia in 1999,"cross-border marketing" has become an innovative marketing concept for enterprises and a source of power for gaining market competitiveness and long-term development.This research uses interviews,on-site research,case analysis and other methods to explain the market environment of DX Brick Carving and Ancient Construction Co.,Ltd.in an all-round and multi-angle manner.On the basis of applying the PEST method and the analysis of Porter’s five forces competition model,it is found that the current marketing of DX Brick Carving and Ancient Construction Co.,Ltd.has backward strategic thinking and traditional business model;product image is solidified,cultural and creative product research and development is insufficient;cultural value mining is not enough,Brick carving products lack new impetus;the marketing platform is single,and the immersive product experience needs to be developed.And further put forward cross-border marketing strategy.Finally,combined with the actual development of DX Brick Carving and Ancient Construction Co.,Ltd.,strategic measures are put forward from four levels of industrial chain cross-border,product cross-border,tourism cross-border,and platform cross-border:(1)Industrial chain cooperation and cross-border cooperation with the real estate industry,laying out the field of smart home in advance,and laying out new economic growth points;(2)Cultural and creative products cross-border,changing the"old-fashioned,traditional,historical,calm" image of brick carvings,and gradually creating "open-mindedness" through the brick carving cultural and creative product design competition,creative,sentimental,and simple” image;(3)cross-border tourism cooperation to build an intangible cultural heritage town;(4)do a good job of exhibitions on media cross-border platforms during the new crown epidemic,through local KOL online innovation and “cloud exhibitions” ",to realize "people’s intangible cultural heritage,people’s sharing" and "you can visit the brick carving museum at home",and finally realize the marketing upgrade of "creation","creation","landscape" and "campaign".The research perspective of this paper is innovative to a certain extent,combined with the characteristics of brick carving,focusing on cross-border communication,enriching the cross-border marketing research of the ancient building industry,and providing experience and suggestions for the future development of the ancient building industry.