Cross-Border E-Commerce Marketing Management

Xiaheng Zhang ()
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Xiaheng Zhang: Northwest University of Political Science and Law

Chapter Chapter 9 in Introduction to Cross-Border E-Commerce Ecosystem, 2025, pp 213-246 from Springer

Abstract: Abstract Cross-border marketing needs to use products as carriers. In the sense of marketing, a product refers to anything that can be provided to the market to satisfy people's certain desires and needs, including physical objects, services, etc. Before the emergence of e-commerce, to do a good job in international marketing, product strategy is related to the success or failure of international marketing. Before a product enters the international market, it needs to go through thorough international market research, choose suitable products for the target country and region, and push it to the international market with a perfect product promotion plan. Different from traditional international marketing, cross-border marketing uses developed e-commerce platforms and Internet marketing methods, uses data-driven methods in product selection, and scientifically selects products. For the selected products, use cross-border e-commerce platforms or social media and other Internet marketing methods to quickly test on a small scale. Once the test results are relatively ideal, you can expand the scope for cross-border marketing. For new product development, cross-border marketing can also use data to accurately develop new products from market demand, user groups, and other data.

Date: 2025
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DOI: 10.1007/978-981-96-1165-2_9

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