SIVA赋能新媒体背景下跨境电商文创产品营销研究

Research on Marketing of Cultural and Creative Products for Cross-border E-commerce in Context of New Media by SIVA

随着“一带一路”倡议及金砖国家合作机制的不断发展,跨境电商迎来了新的发展契机。新媒体背景下,跨境电商文创产品营销空间也逐步扩大,但仍存在一定营销困境,从用户、产品、平台三方面全方位提出跨境电商文创产品营销困境。在此基础上,利用舒尔茨提出的SIVA营销理论解决该困境,从解决方案(Solutions)、信息(Information)、价值(Value)和途径(Access)四个方面全方位多角度提出营销路径,并提出保障措施,旨在促进跨境电商文创产品高质量发展。

With the continuous development of Belt and Road Initiative and BRICs countries,cross-border e-commerce has ushered in the new development opportunities.Under the background of new media,the marketing space of cross-border e-commerce cultural and creative products has been expanded gradually,but there are still certain marketing difficulties.The marketing difficulties of cultural and creative products for cross-border e-commerce are put forward from three aspects:users,products,and platforms.On this basis,Schultz’s SIVA marketing theory is used to solve this dilemma,and marketing paths are put forward from four aspects of solution,information,value and access,and safeguard measures are proposed to promote the high-quality development of cultural and creative products for cross-border e-commerce.