跨境出口电商企业的营销问题与对策分析

Marketing Problems and Countermeasures of Cross Border Export E-commerce Enterprises

跨境出口电商企业在经营中遇到流量少、转化率低和客户维护保持困难的瓶颈问题,从营销角度可以有五个解决策略:一是构建高效率、全覆盖的渠道,整合多平台数据资源,实现多赢营销平台策略;二是应用数据管理技术进行精细化店铺管理,提高引流转化效果;三是加强选品管理,重视自有品牌的塑造和建设;四是加强营销内容设计和营销载体的选择,实现有创意的社交营销;五是调研消费者需求差异,创造优质客户体验,提升客户转化率,降低流失率。

Cross border export e commerce enterprises always meet some bottleneck problems, such as low flow rate, low conversion rate and difficult maintenance of customers. From the marketing point of view, there are five strategies： first, build a high efficiency, full coverage channel and integrate multiple platform data resources to implement of multi win marketing platform strategy; second, apply data man agement technology to fine shop management to improve the effect of drainage and transformation; third, strengthen selection management and attach importance to the shaping and construction of private brand; forth, strengthen the design of marketing content and the choice of marketing carrier to achieve creative so cial marketing; fifth, investigate consumer demand differences and create quality customer experience to improve customer conversion rate while reduce its loss rate.