Marketing Strategy Optimization Of Cross-Border E-Commerce Company Y

After the outbreak of the new crown epidemic,the global economy entered a state of slowing development and insufficient demand growth.At the same time,China’s cross-border e-commerce industry has also been ushering in opportunities in such a context due to the speedy recovery of China’s production capacity,but cross-border e-commerce still faces numerous challenges due to the uncertainty of the external environment and its own potential deficiencies.China’s cross-border e-commerce industry in the context of the big change is facing threats from the external environment such as political barriers,economic downturn and insufficient demand,while cross-border e-commerce’s own factors such as poor quality of goods,delayed logistics and low service satisfaction are also hindering the development of cross-border e-commerce.Y is a women’s cross-border e-commerce company based in China and facing overseas markets.It has been established for more than 10 years,with many suppliers,mature e-commerce website and various marketing means.However,in the face of the global economic downturn and the impact of competitors,Company Y’s sales growth has slowed down and needs to improve and optimize its existing marketing strategy.Based on the SIVA theory,this paper uses PEST and SWOT analysis tools,interviews and questionnaires to analyze and sort out the problems in Company Y’s marketing without changing the existing target market,find the key problems that need to be solved and can be improved,and propose targeted and effective solutions to improve Company Y’s current situation.This paper points out that Company Y has problems that can be improved in solution 、 information 、 value and access,then proposes corresponding solutions for these four aspects.Finally,an implementation and guarantee plan is developed to guarantee the implementation of the program in four aspects: capital,talent,technology,and system.