Research on Imported Cross-border E-commerce Marketing Strategy—A Case Study of Little Red Book

Lu Wang

doi:10.54691/bcpbm.v34i.3082

Authors

Lu Wang

DOI:

https://doi.org/10.54691/bcpbm.v34i.3082

Keywords:

Imported cross-border e-commerce; the Little Red Book; Community marketing.

Abstract

With the development of the Internet economy, cross-border e-commerce platforms, as a new foreign trade mode and economic growth point, have huge market potential by introducing high-quality imported goods to gain the favour of domestic consumers. Taking the Little Red Book as an example, based on the study of the cross-border e-commerce industry environment, this paper explores the business model and competitive strategy of the Little Red Book. Then the current marketing strategy of the Little Red Book as a cross-border e-commerce platform is analyzed in detail. Finally, the article puts forward some rationalized marketing suggestions to sharpen the competitive edge of the platform by combining the developmental characteristics of cross-border e-commerce.

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