Research Article
Optimization of Cross-border E-commerce Marketing Strategy During the Pandemic
@INPROCEEDINGS{10.1007/978-3-030-94551-0_25, author={Yunfeng Wang and Hongjie Fan}, title={Optimization of Cross-border E-commerce Marketing Strategy During the Pandemic}, proceedings={Advanced Hybrid Information Processing. 5th EAI International Conference, ADHIP 2021, Virtual Event, October 22-24, 2021, Proceedings, Part I}, proceedings_a={ADHIP}, year={2022}, month={1}, keywords={Cross-border e-commerce Marketing strategy Optimization Logistics supply chain COVID-19 pandemic}, doi={10.1007/978-3-030-94551-0_25} }- Yunfeng Wang
Hongjie Fan
Year: 2022
Optimization of Cross-border E-commerce Marketing Strategy During the Pandemic
ADHIP
Springer
DOI: 10.1007/978-3-030-94551-0_25
Abstract
Cross-border e-commerce, as a new business model, has gradually replaced the traditional trade model. However, during the COVID-19 pandemic, many companies encountered bottlenecks, mainly because products could not adapt to the rapid changes in consumption and products were out of stock due to weak logistics system. Through our observation of the current marketing situation and problems, we analyze that sellers need to enhance their adaptability and risk resistance in the pandemic environment, especially in the face of the new trends in cross-border e-commerce. Based on this, we propose a strategic optimization plan, including product optimization, sales channel optimization, brand optimization and logistics optimization. To ensure the implementation of the strategy, we designed a guaranteed roadmap, including user-demand oriented product development management, improvement of human resource management structure, optimization of operation structure and logistics supply chain enhancement. Finally, we hope this solution to be effective in a pandemic situation.
