Research On The Optimization Of UPS South China Branch’s Cross-border Express Business Marketing Strategy

Under the trend of economic globalization,trade in the world has been greatly developed,and new trade models,such as cross-border e-commerce,have emerged.At the end of 2019,the COVID-19 had an unprecedented impact on the global economy,the foreign trade industry was in trouble,and the traditional trade model was facing new challenges.Home isolation and other policies have accelerated the transformation of consumption habits from offline to online.The cross-border e-commerce model has grown strongly against the trend,and has become an important direction for the transformation of many traditional industries.As a leading international express delivery enterprise established for more than 100 years,UPS has always been focusing on serving traditional trading customers.Its marketing model and strategy have not been able to fully meet the needs of the rapidly growing cross-border e-commerce customers.In the face of new needs of cross-border e-commerce,especially the volatile international logistics market in the context of the post epidemic situation,how can UPS adjust its marketing strategy to meet the needs of cross-border e-commerce logistics and achieve better growth,UPS is currently facing difficulties.Based on the above background,this paper uses the methods and theories of management and marketing to study the marketing strategy of UPS’s cross-border express business in the post epidemic era,so as to improve the competitiveness of the company in the high-speed growth period of cross-border e-commerce and meet the demand of the company’s future performance growth.