Cross-border e-commerce marketing strategy: evolution and application from 4P to 4C

Marketing activities are based on the needs of consumers (users), and consumers or users have different expectations and requirements for a certain product (service). Under buyer’s market conditions, when consumers purchase or use goods, in addition to considering the functions and other utility characteristics of the goods, they often pursue the personality of the goods, thus forming differences in the demand preferences of different consumer groups for similar goods (services). The core of modern enterprise marketing strategy is called “STP marketing”, which refers to market segmentation (Segmenting), target market selection (Targeting) and market positioning (Positioning). STP marketing can help companies better identify market opportunities and provide marketable products for each target market.

Marketing theory is also a guide for cross-border e-commerce marketing and promotion, and plays a guiding role in the operation of cross-border e-commerce stores. The Marketing Theory of 4Ps emerged in the United States in the 1960s. In 1967, Philip Kotler further confirmed marketing with 4Ps as the core in his work “Marketing Management: Analysis, Planning and Control” Combination methods. The four elements of marketing in the 4Ps marketing theory include: Product, Price, Place, and Promotion. Among them, the product (Product) focuses on the developed functions, requires the product to have unique selling points, and puts the functional appeal of the product first; the price (Price) formulates different price strategies according to different market positioning, focusing on the gold content of the brand; Channel (Place) focuses on the cultivation of dealers and the establishment of sales networks. The connection between enterprises and consumers is carried out through distributors; Promotion (Promotion) should include a series of marketing actions including brand promotion (advertising), public relations promotion, etc. .

As market competition becomes increasingly fierce and the speed of media communication becomes faster and faster, the 4Ps theory is increasingly challenged. In 1990, American scholar Professor Robert Lauterborn proposed the 4Cs marketing theory corresponding to the 4Ps of traditional marketing. The 4Cs marketing theory has its own advantages, which are specifically reflected in the transformation of product (Production) to consumer (Consumer), price (Price) to cost (Cost), distribution channel (Place) to convenience (Convenience), and promotion (Promotion). Shift to Communication. The 4Cs marketing theory believes that understanding and meeting consumer needs cannot just be expressed as temporary enthusiasm, but should always run through the entire process of product development. In addition, companies should conduct active and effective two-way communication with consumers and establish consumer relationships based on common interests.

To sum up, from the traditional 4P marketing theory to the 4C marketing theory, cross-border e-commerce marketing strategies pay more attention to consumer needs and expectations, providing enterprises with more precise market positioning and marketing methods.