跨境电商平台在国际市场的营销策略与发展探析——以速卖通在俄罗斯市场的营销策略为例

Analysis of the Marketing Strategies and Development of Cross-border E-commerce Platforms in International Markets——Taking the Marketing Strategies of AliExpress in Russian Markets

中国的跨境电子商务行业已迈入高质量发展阶段,且仍然保持着乐观的增长态势。俄罗斯市场作为潜力巨大、前景广阔的蓝海市场,对跨境电商行业的成长和发展具有重要意义。在开拓海外市场的过程中,中国知名的跨境电商平台——速卖通在俄罗斯取得了一定的成功,本文以阿里旗下面向国际市场的跨境电商平台速卖通为例,研究了速卖通在俄罗斯的营销策略,进而探析跨境电商平台发展的着力点,仅供参考。

China’s cross-border e-commerce industry has stepped into the stage of high-quality development and still maintains an optimistic growth trend.The Russian market,as a blue ocean market with huge potential and broad prospects,is of great significance to the growth and development of the cross-border e-commerce industry.In the process of exploring overseas markets,China’s well-known cross-border e-commerce platform,AliExpress,has achieved certain success in Russia.Taking AliExpress,the cross-border e-commerce platform for the international market under Ali,as an example,this paper examines AliExpress’s marketing strategies in Russia and then explores the focus for the development of crossborder e-commerce platforms,for reference.