The best way to conference proceedings by Francis Academic Press

Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

Analysis and Application of Cross-Border e-Commerce Network Marketing Strategy Based on Cultural Differences

Download as PDF

DOI: 10.25236/iwass.2019.201


Binghuan Wang

Corresponding Author

Binghuan Wang


the Degree of China's Foreign Development Has Been Continuously Expanded and Deepened, and More and More Chinese Enterprises Are Participating in the “Going out” Ranks. Cross Border e-Commerce Has Become One of the Main Ways for Small and Medium-Sized Enterprises to Realize the Strategy of “Going out”. However, in the Process of Overseas Online Marketing of Cross-Border e-Commerce Enterprises, Cultural Differences Seriously Affect the Formulation of Corporate Marketing Strategies. in This Regard, Based on the Background of Cultural Differences, This Paper Analyzes the Consumption Habits and Impacts Brought by Different Cultures, and Suggests That Cross-Border e-Commerce Network Strategy Marketing Strategies Should Be Developed from the Aspects of Target Market and Independent Brand, So as to Provide Useful Working Ideas for Cross-Border e-Commerce Overseas Marketing.


Cultural Difference; Cross-Border Electricity Supplier; Network Marketing Strategy; Analytic Sys