Author(s)

Du Weihua, Weng Chuanfang

Corresponding Author

Du Weihua

ABSTRACT

Export cross-border e-commerce has become a very popular form of operation. In the actual network marketing, most cross-border e-commerce enterprises are affected by cultural differences. The difference between the target customer group and culture is the biggest difference between the domestic network operation form and the cross-border e-commerce enterprises. Based on the premise of the cross-border e-commerce product selection strategy, this article starts from the aspects of e-commerce product selection, price channel strategy, and brand strategy, and implements strategic adjustments. It includes 4C and 4P network marketing strategies and theories, and from the perspective of cultural differences, it discusses some cross-border e-commerce strategies for selecting products.

KEYWORDS

Cultural differences, Cross-border e-commerce, Online marketing