Research On The Optimization Of German Amazon Marketing Strategy Of Zhuoya Company Home Textiles

Since 2020,the world economic environment has been in a period of relative turbulence and uncertainty.With the improvement and establishment of overseas consumers’ online consumption demand and consumption habits under the influence of the post epidemic era,cross-border e-commerce has also faced many new challenges,including the following three points: strong cross-border logistics demand,soaring sea,land and air freight,and greatly reduced transport(2)strengthened trade protectionism,Increased risk of uncertainty(III)The cost of various types of enterprises rose,accelerating the pace of industry reshuffle.Zhuoya Trading Co.,Ltd.is a cross-border e-commerce startup company established in 2016.Its main business is to sell household textile products on Amazon Europe.Since 2020,affected by the epidemic of COVID-19,the company’s business has developed rapidly,but there have also been many problems behind the rapid growth.The serious homogenization of products,intense competition in platform prices,continuous decline in profit margins,and rising operating costs have become bottlenecks for the company’s current development.This indicates that the company’s previous marketing strategy is no longer suitable for the current market environment and customer needs,and requires timely and appropriate adjustments based on market conditions to participate in market competition and cooperation.This paper takes Zhuoya Company as the research object,analyzes and summarizes its marketing status in the German Amazon market,and puts forward optimization measures to solve the problem of Zhuoya’s slowing growth and declining profit margin in the German Amazon market.First of all,the background,problem,purpose and significance of the study are put forward;It has laid a theoretical foundation by sorting out the relevant literature of marketing at home and abroad;Secondly,it introduces the current operation situation of Zhuoya and the marketing situation and problems of the German Amazon market,and analyzes the causes of the problems.It uses PEST analysis method,Porter’s five forces model and other tools to analyze the macro environment and industry environment of Zhuoya in the German Amazon market in detail.On this basis,the demand and preference of German consumers for household textiles were investigated by means of questionnaires,and then the target market and market positioning of Zhuoya were determined by using STP theory.After that,the core chapter of the paper makes the overall optimization strategy around the enterprise’s marketing strategy(6Ps)on the basis of clarifying the enterprise’s target marketing strategy.Finally,specific optimization measures for marketing strategies are proposed,and specific safeguard measures are proposed in terms of talent protection,cultural protection,logistics supply chain protection,financial protection,and technical protection.The entire research ultimately formed a feasible and operational marketing strategy optimization plan.To sum up,the research topic of this paper is focused,the research content is novel,and the research method is appropriate.The proposed marketing optimization strategy recommendations can not only provide practical solutions to the marketing difficulties of Zhuoya,but also provide reference and significance for the start-up small e-commerce companies.