Author(s)

Jiajia Li

Corresponding Author

Jiajia Li

ABSTRACT

At present, China’s cross-border import e-commerce platforms present a market structure of “hierarchical monopolistic competition”. It is increasingly difficult for emerging platforms to survive and develop in the new market environment. Most of the existing researches on cross-border e-commerce focus on logistics, payment, customs clearance and other surface development dilemma, and less on marketing. This paper studies the development problems faced by emerging cross-border import e-commerce platforms from the perspective of four C’s marketing theory. In view of the problems of neglect of core consumer demand, unbalanced income and expenditure, restrictions on two-line channels, and lack of effective communication, this paper proposes that authentic guaranteed and differentiated development, rationalization of cost control, two-line channels joint development and effective communication throughout the process. It is expected to guide the emerging cross-border import e-commerce platform to develop better in the fierce competition.

KEYWORDS

Cross-border import e-commerce, B2C, e-commerce platforms, marketing strategy