Research On Marketing Strategy Optimization Of Y Company Under Amazon’s Global Store Opening Mode

In recent years,with the rapid development of Internet technology and the accelerated process of global economic integration,cross-border export e-commerce has advanced by leaps and bounds.A large number of traditional enterprises and individual entrepreneurs in China have joined the cross-border export e-commerce platform represented by Amazon to carry out B2 C cross-border trade.Cross-border e-commerce,as an important part of e-commerce,has become a new way for traditional foreign trade enterprises to transform and upgrade,enabling relevant enterprises to skip intermediary links such as agents and distributors in the destination country and directly deal with individual wholesalers,retailers and,most importantly,end consumers,greatly reducing transaction costs.More and more traditional foreign trade enterprises and a large number of entrepreneurs are actively involved in the flow of cross-border e-commerce.The third-party platform of Amazon,with its B2 C model and its largest influence in the world,has attracted a large number of domestic micro,small and medium-sized enterprises and individual entrepreneurs to enter.As a small enterprise that has just settled in Amazon,Y Company has many problems in its operation process,especially the problems it has encountered in its marketing process under the mode of global store opening of Amazon.It is in urgent need of theoretical research.This thesis takes the optimization of Y Company’s marketing strategy under the mode of Amazon’s global store opening as the research topic,and uses literature research method,comparative analysis method,case analysis method and other research methods to conduct in-depth and systematic research on this.Firstly,the research background and significance,related concepts and theoretical basis of this thesis are expounded.Through the analysis of the marketing macro environment,competitive environment and SWOT of Y Company under the mode of Amazon global store opening,it can be seen that Y Company’s marketing is faced with both great opportunities and great challenges.Secondly,it analyzes the status quo and existing problems of Y Company’s marketing strategy under the global store opening mode of Amazon.This thesis expounds the existing problems of Y Company’s marketing strategy under Amazon’s global store opening mode from four aspects: product strategy,price strategy,channel strategy and promotion strategy.Finally,aiming at the existing problems of 4PS marketing strategy,a combination of 4PS +4CS marketing strategy is constructed.Optimization countermeasures and suggestions are put forward from four aspects: implementation of product strategy oriented to meet customer needs and desires,implementation of price strategy oriented to improve customer transfer value,implementation of channel strategy oriented to improve customer convenience,implementation of promotion strategy oriented to improve customer communication effect.The guarantee measures are put forward from four aspects: organizational system guarantee,human resources guarantee,information technology guarantee and compliance operation guarantee.