The study of cross-border e-commerce marketing can start from the theoretical framework of traditional marketing and refer to classic marketing theories.

(I) 4P Marketing Theory In 1967, Philip Kotler further deepened the “Marketing Mix” proposed by Neil Borden in his best-selling book “Marketing Management: Analysis, Planning and Control” and proposed the 4P Marketing Theory (The Marketing Theory of 4Ps), confirming the marketing mix method with 4P as the core, including: Product, focusing on the development of functions, requiring products to have unique selling points, and putting the functional appeal of products in the first place; Price, according to different market positioning, formulate different price strategies, the pricing of products is based on the brand strategy of the enterprise, focusing on the gold content of the brand; Channel (Place), the enterprise does not directly face consumers, but 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), including a series of marketing behaviors such as advertising, public relations, personal sales and sales promotion. 4P is the most basic marketing theory.

(II) 4C Marketing Theory

In 1990, Robert Lauterborn, a professor at Northwestern University in the United States, proposed the 4C Marketing Theory, which corresponds to the 4Ps of traditional marketing, in his article “4Ps Retire, 4Cs Come on Stage”. He believes that the product (Product) in the traditional 4Ps should be replaced by customer value (Customer Value); price (Price) should be replaced by customer cost (Customer Cost); channel (Place) should be replaced by customer convenience (Customer Convenience); promotion (Promotion) should be replaced by customer communication (Customer Communication). The 4C Marketing Theory is guided by consumer demand, redefined the four basic elements of the marketing mix, and targeted at consumer needs and expectations. As far as cross-border e-commerce is concerned, it is more appropriate to use the 4C theory as a theoretical framework.