| The era of the digital economy is a new form of social and economic development based on information technology after the agricultural economy and industrial economy.Both have had a profound impact,and the digital economy has been integrated into the entire process of politics,economy,and culture and has penetrated into all aspects of our daily lives.In the context of the digital economy era,with the support and drive of digital applications superimposed on the political and economic environment,the cross-border e-commerce industry has achieved rapid growth,the scale of users has continued to expand,the market order has gradually formed,and the overall trend of stable development has shown.As a big manufacturing country,my country ranks among the top in the world in terms of manufacturing scale.While more and more manufacturing companies are entering the cross-border e-commerce industry,consumers’ pursuits are also constantly improving.In addition to the instability of the epidemic and changes in the international situation Affected by various factors,the competitive pressure of manufacturing cross-border e-commerce enterprises is increasing day by day,and there is an urgent need to improve their competitiveness.This article takes Kaola Haigou as an example to analyze the marketing strategy of my country’s overall imported crossborder e-commerce,and based on the background of big data,it analyzes the marketing influence factors of imported cross-border e-commerce and then analyzes the successful marketing of Kaola Haigou.The strategy is sorted out and analyzed in detail to implement the meaning and effect of this marketing strategy.Finally,on the basis of analyzing the existing problems of Kaola Haigou,a marketing strategy suitable for the same type of enterprises in my country is proposed.In the current era of the digital economy,in the process of studying cross-border ecommerce,this thesis specifically analyzes the business model and its innovation.It uses the business model as a canvas and relies on value network-related theories to conduct a targeted analysis.related case studies.Further analysis yielded the innovative business model canvas of Kaola.After that,this article analyzes the successful marketing strategy and effectiveness of Kaola Haigou.The problems found in the marketing of Kaola Haigou are,first,product problems:unstable product quality leads to damage to reputation,single product types,and insufficient supply.The second is the price issue:the increase in operating costs leads to a decline in profits;differentiated price services for members are not in place.The third is the channel problem:slow customer communication service leads to user complaints;there are flaws in the functional design of the mobile terminal.The fourth is the problem of publicity:the lack of innovation in the promotion strategy leads to the loss of traffic;the information on imported products is not perfect.The optimization strategies proposed in this thesis for the marketing strategy of Kaola Haigou include:first,product countermeasures:strengthen the link with brand owners and the quality control mechanism;flexibly use the overseas direct mail model.The second is price countermeasures:optimize inventory and logistics efficiency to reduce operating costs;strengthen the implementation of differentiated membership services.Then there are channel countermeasures:combining artificial intelligence to optimize customer communication services;improving the function design of Kaola Haigou’s mobile terminal.Finally,there are countermeasures for publicity:use big data to achieve diversified and innovative promotion;improve platform product display in formation. |
