Analysis on Cross-border E-commerce Marketing Strategy of Small and Micro-Enterprises in China

Haoran Fu ； Huahui Li ； Zhen Li

《World Scientific Research Journal》 6卷6期 (2020/06) Pp. 134-142

https://doi.org/10.6911/WSRJ.202006_6(6).0019

摘要

With the continuous development of economic globalisation and the continuous popularisation of the use of cross-border electronic commerce platform, cross-border electronic commerce, as an emerging trade model, is gradually playing an important role. Cross-border e-commerce has expanded the market for small and micro-enterprises, but it has also brought greater competitive pressure. This paper mainly expounds the current situation of cross-border e-commerce in China, explores the cross-border ecommerce marketing strategies that are conducive to the development of small and micro-enterprises, and puts forward some suggestions to solve the problems. To help small and micro-enterprises expand the market and increase the turnover income, so that small and micro-enterprises can continue to develop effectively in cross-border ecommerce business.

關鍵字

Cross-border electronic commerce ； Marketing strategy ； Questions and Suggestions

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