Author(s)

Zhang Zheng

Corresponding Author

Zhang Zheng

Abstract

As the further development of the Electronic Commerce, cross-border e-commerce, a new commercial form, has played an important role in international trade. In the era of the Electronic Commerce, the market form and consumer’s consumption tendency have been changed a lot. Therefore, how to realize the new marketing strategy of cross-border e-commerce in the era of electronic commerce, and to seize more market shares, has become a hot research issue of the enterprises which specialize cross-border e-commerce. Based on the developmental features of cross-border e-commerce in the era of e-commerce and combined the “4P” theory, this paper analyzes the shortcomings in the current marketing strategy of cross-border e-commerce in the era of the Electronic Commerce, and puts forward some innovative countermeasures.

Keywords

Electronic commerce, Cross-border e-commerce, Marketing