跨境电商出口企业“人-货-场”场景化营销策略

Exploration of Scene Marketing in the Three Dimensions of“People-Goods-Field”of Cross-border E-commerce Export Enterprises

全球互联互通加速了场景技术在跨境电商平台中的应用,跨境电商企业灵活采用场景化营销策略,将“人(客户)-货(产品)-场(场景)”三维度交织融合,不仅重视产品本身属性,还将产品使用场景以及象征意义对接到营销环节中去。跨境电商出口企业积极提供创新服务,高效推广并获客,从而推动出口,提高海外竞争力。

Global interconnectivity has accelerated the application of scenario technology in cross-border e-commerce platforms.Cross-border e-commerce enterprises flexibly adopt scenario marketing strategies and integrate the three dimensions of“People(Consumers)-Goods(Products)-Field(Scene)”.It not only attaches importance to the attributes of the product itself,but also connects the use scenes and symbolic meanings of the product to the marketing link.Cross-border e-commerce export enterprises actively provide innovative services,effectively promote and win customers,so as to improve overseas competitiveness.