天猫商城的跨境营销策略研究

Research on Cross-Border Marketing Strategy of TmallMallAbstractThe development of Internet technology is bringing significant changes to the globalbusiness sector.E-commerce is a kind of business model that has gained more and morefollowers,which brings huge economic benefits to people who use e-commerce.After morethan 20 years of wind and rain,China's e-commerce industry has finally consolidated itsfoundation and gradually moved to the world.With the rapid development of e-commerce inChina,and the fierce competition among all kinds of e-commerce enterprises,tmall mall,asthe industry leader of China's commercial retail industry,is facing enormous opportunitiesand challenges from home and abroad.Now,how to face the market competition,humanmarket situation,exert its own advantages,detail the problems in its own marketing,andformulate the corresponding marketing strategies is of great importance to the enterprisesignificance.The first chapter is the introduction.The second chapter is the development process ofcross-border e-commerce.The third chapter is the problems of tmall mall.The fourth chapteris SWOT analysis of cross-border marketing strategy of tmall mall.The fifth chapter is themarketing strategy of tmall mall.The sixth chapter is the summary of the whole paper.Keywords:Tmall mall;Cross-border e-commerce;The marketing strategy