Research On The Optimization Of A Company’s Export Cross-border Retail E-commerce Marketing Strategy

With the continuous development of e-commerce,more and more enterprises have begun to choose cross-border e-commerce.The rise of cross-border e-commerce platforms has promoted exchanges between countries and promoted the economic development of various countries.However,cross-border e-commerce also brings new challenges to many foreign trade companies.The cost of traditional foreign trade transactions has risen year by year,leading many foreign trade companies to begin transformation,and most of them chose to enter the cross-border e-commerce industry.Some of the world’s well-known cross-border e-commerce platforms have naturally become the first choice for "testing the water".However,most companies have not completely gotten rid of the traditional marketing concept,but only display products on the platform,carry out some simple promotion,and obtain profits by compressing commodity channels.This method also encounters a development bottleneck due to the fierce homogenization competition.Today,e-commerce is gaining momentum.In order to adapt to the development of the international trade market,realize the steady growth of enterprise sales,and maintain the enterprise’s market share,my country’s small and medium-sized enterprises must optimize the enterprise’s cross-border e-commerce marketing strategy according to their own conditions.In this context,this paper takes A E-Commerce Co.,Ltd.(hereinafter referred to as Company A)as a case,focuses on the current operation of the cross-border e-commerce platform of Company A,combines STP theory,4P theory and other marketing theories as the theoretical basis,and uses conventional Theoretical analysis method,carry out specific research on the cross-border e-commerce enterprise A company,through SWOT analysis method,PEST analysis method,respectively analyze the politics,economy,society and environment of A company,and focus on the opportunities of A company,threats,advantages,disadvantages,etc.were analyzed in detail,and traditional strategic management theoretical analysis methods were used as tools to propose strategic optimization plans such as optimizing market positioning,strengthening private brand building,improving product price system,and optimizing third-party product-platform cooperation.And put forward a corresponding guarantee plan for the optimization plan to ensure that Company A’s marketing strategy optimization plan can be implemented.The development of cross-border e-commerce will both affect and be affected by other industries.Therefore,company A should also,according to its own actual situation,avoid the real and make false,take the initiative to meet the market demand,and explore a model that suits its own development.Only in this way can Company A develop for a long time.The research of this paper is mainly based on the actual development situation of A company and the general environment,so as to formulate a strategy suitable for the development of A company.