(I) What is cross-border e-commerce marketing?
Cross-border e-commerce marketing is an activity, process and system to promote cross-border e-commerce transactions, discover or explore the needs of potential consumers, and let consumers understand the product and then buy the product. It is a process of finding the most suitable consumers and conducting the most effective communication with the least marketing budget. Cross-border e-commerce marketing can be regarded as “Internet + international marketing”. Cross-border e-commerce marketing activities are to meet the needs of foreign consumers and users, and must pay attention to the marketability of products and services. In yjoy E-commerce Co., Ltd., the operation department is responsible for independent website operation, on-site operation on cross-border e-commerce platforms such as Amazon, and basic on-site marketing. The marketing department needs to cooperate with the operation department to carry out company product sales analysis and optimization, marketing activity planning, brand promotion, off-site traffic and advertising, and social media account operation.
(II) Types of cross-border e-commerce marketing work
According to different types of cross-border e-commerce, cross-border e-commerce marketing work can be divided into the following categories:
(1) According to the different flow of goods, it can be divided into cross-border e-commerce export marketing and cross-border e-commerce import marketing. This textbook mainly studies cross-border e-commerce export marketing.
(2) According to the different transaction objects, it can be divided into cross-border e-commerce B2B (Business-to-Business) marketing, cross-border e-commerce B2C (Business-to-Customer) marketing, and cross-border e-commerce C2C (Customer-to-Customer) marketing. The first two categories are more common.
(3) According to different sales and operation models, it can be divided into third-party cross-border e-commerce platform marketing and cross-border e-commerce independent station marketing. Opening a store on a cross-border e-commerce platform, displaying goods according to the platform’s rules, the platform provides services, matches transactions, and charges a certain commission. This is the platform model. A cross-border e-commerce independent station is a webpage that displays or sells products independently developed by the seller, and conducts marketing in the process of displaying or selling products.