Author(s)

Ma Yiming ¹

Affiliation(s)

¹ Doctor of Philosophy in Business Administration, Nueva Ecija University of Science and Technology, Luzon Island, 3100, Philippines

Corresponding Author

Ma Yiming

ABSTRACT

With the continuous development of economic globalization, the links between countries have become increasingly close. With the support of Internet technology, cross-border e-commerce has risen rapidly and become a new form of international trade. At present, the market scale of cross-border e-commerce is expanding; the infrastructure is improving; the policy environment is well; the development prospect is broad. However, the cross-border e-commerce marketing mode is single; the phenomenon of homogeneous services is serious, and the e-commerce operators are scarce, which is difficult to meet the diversified needs of the market. Therefore, we should actively explore new marketing channels, innovate marketing methods, speed up the construction of independent brands, build professional marketing teams, and occupy a place in the fierce international competition.

KEYWORDS

Cross-border e-commerce; marketing channels; innovate

CITE THIS PAPER

Ma Yiming, Research on Innovation of Cross-Border E-Commerce Marketing Channels. Industrial Engineering and Innovation Management (2023) Vol. 6: 40-44. DOI: http://dx.doi.org/10.23977/ieim.2023.060706.

REFERENCES

[1] Zhang Xinyan. Research on the International Marketing Strategy of Cross border E-commerce from the Perspective of "Internet Plus" [J]. Modern Marketing, 2020 (11): 168-169.
[2] Huang Yan. Research on the Independent Brand Building of China's Manufacturing Industry Based on Cross-Border E-Commerce [J]. Journal of Beijing Institute of Industry and Technology, 2017 (4): 109-114.
[3] Sun Sui. Discussion on New Thinking of Enterprise Marketing Strategy in the Context of "the Belt and Road" [J]. Prices Monthly, 2019 (5): 90-94.

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