The marketing department of cross-border e-commerce is an important part of the marketing organizational structure of cross-border e-commerce enterprises. In general, the personnel of the marketing department are mainly responsible for narrowing the psychological distance between products and customers, making the company’s marketing methods more in line with the needs and preferences of target consumers, thereby expanding the company’s sales and improving market competitiveness. Generally speaking, each product has its own life cycle, and the personnel of the cross-border e-commerce marketing department focus on different tasks in different product life cycles. Here, the product cycle can be roughly divided into the introduction period, growth period and maturity period for discussion.
Product introduction period: At this time, the product has not yet been truly launched on the market, and the marketing department personnel need to conduct market research, that is, to investigate the consumer’s purchasing psychological behavior and inquire about the needs and preferences of target consumers. Referring to the above information, it is convenient to formulate the company’s product launch plan, product price and product planning strategy in various future development stages.
Product growth period: During this period, the product quality has been greatly improved, market competition has begun to appear, sales volume and profits have gradually increased, and production and promotion costs have continued to decline, showing a bright future. Consumers have also had a preliminary understanding of this type of product, and their interest and desire to buy are increasing. Marketing personnel need to focus on establishing and improving the marketing information collection, processing, communication and confidentiality system, formulate annual marketing target plans and be responsible for the coordination of production and sales.
Product maturity: When the sales of the product enter a stable stage, the market demand tends to be saturated. At this time, the product is popularized and increasingly standardized. In order to extend the life cycle of the product and continue to use the product to make profits for the company, the marketing department personnel can collect, organize and analyze the performance, price, promotion methods, etc. of competing brand products and learn from their experience. The marketing department personnel also need to predict future sales and propose analysis, development direction and planning for the future market.
1. Marketing Director
As the company’s management, the marketing director plays a strategic role in the company’s marketing. They need to seize market opportunities, formulate marketing strategy plans, and organize subordinate teams to achieve the company’s marketing goals. When implementing the strategic plan, the marketing director should supervise and control the execution of the entire plan. They also need to coordinate internal and external relations of the company, and be responsible for the construction and incentive work of the company’s marketing organization.
2. Overseas Marketing Specialist
Overseas Marketing Specialist, as the name implies, is a staff member who conducts marketing in the international market. Since transactions of cross-border e-commerce companies usually involve multiple countries and regions, overseas marketing specialists play a vital role for a cross-border e-commerce company. They help companies understand the international market situation and the needs of overseas customers, so as to better formulate product strategies for the company. They also need to formulate and implement different marketing plans according to the markets and channels of different countries and regions.
Overseas marketing specialists not only need marketing capabilities, but also the ability to understand cultural differences. Understanding overseas culture is a prerequisite for doing a good job in overseas marketing.
3. Store Marketing and Promotion Staff
Most transactions of cross-border e-commerce are completed online, and many cross-border e-commerce companies also have their own online stores. The responsibility of store marketing and promotion staff is to create a store that can attract consumers for cross-border e-commerce companies through various marketing methods, thereby expanding the company’s sales.