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Research on Innovation of Cross-Border E-Commerce Marketing Channels

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DOI: 10.23977/ieim.2023.060706 | Downloads: 195 | Views: 814


Ma Yiming 1


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

Corresponding Author

Ma Yiming


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.


Cross-border e-commerce; marketing channels; innovate


Ma Yiming, Research on Innovation of Cross-Border E-Commerce Marketing Channels. Industrial Engineering and Innovation Management (2023) Vol. 6: 40-44. DOI:


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