A Systematic Review on Marketing Strategies of China’s Import Cross-border E-commerce B2C Platforms

  • Wang Cao Universiti Teknologi MARA, Shah Alam Campus & Business School, Chongqing City Management College
  • Lennora Putit Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus
DOI: https://doi.org/10.22610/imbr.v15i1(I)SI.3405
Keywords: Import Cross-border E-commerce, B2C platforms, Marketing Strategy

Abstract

With the continuous progress of Internet information technology and the further strengthening of Internet popularity in China, the evolving circumstance of its cross-border e-commerce platforms is presently fully operating. In particular, the B2C platforms for import cross-border e-commerce are developing rapidly. This article first provides a brief introduction to the development status of China's import cross-border e-commerce. It then reviews and synthesizes relevant literature about imported cross-border e-commerce. Based on the collation of literature, this article analyses existing marketing strategies of B2C platforms within the import cross-border e-commerce industry and comprehends the relevant marketing problems generated by these platform providers via two identified case analyses. Finally, combined with the current status of international trade procedures and cross-border e-commerce development trends, the corresponding marketing strategy improvement is proposed.

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Published
2023-05-12
How to Cite
Cao, W., & Putit, L. (2023). A Systematic Review on Marketing Strategies of China’s Import Cross-border E-commerce B2C Platforms. Information Management and Business Review, 15(1(I)SI), 204-209. https://doi.org/10.22610/imbr.v15i1(I)SI.3405
Issue
Vol 15 No 1(I)SI (2023)
Section
Research Paper

Copyright (c) 2023 Wang Cao, Lennora Putit

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