Research on Marketing Adaptability of Cross-border E-commerce under Different Cultural Symbols

Abstract

The cross-border e-commerce breaks the traditional pattern of foreign trade, and it makes the foreign trade enterprises are able to confront wholesalers, retailers, or even consumers directly and closely.So as to it dilutes the difference between practice and commercial space in the transaction process, but it can not avoid the difference of culture.Culture is an important basis for defining the psychological trend of consumers.It has a profound impact on the outcome of cross-border e-commerce, and it can bring various obstacles to cross-border e-commerce businesses.Therefore, in the context of cross-border e-commerce, the marketing strategies of the enterprise and the cross-cultural are coinciding highly.Therefore, it is of great practical significance to explore cross-cultural marketing strategies of cross-border e-commerce enterprises and enhance their adaptability in different cultures, which is of great practical significance for breaking barriers between enterprises and markets and promoting the development of cross-border e-commerce.In view of this, this article takes the marketing adaptability of cross-border e-commerce enterprises as the research object, and it takes different cultural conforms to different target markets as a breakthrough point.On the basis of the related theories, this paper discusses the strategy of enhancing the marketing adaptability of cross-border e-commerce enterprises in China.It is hoped that the discussion of this article will be of certain reference value to the cross -cultural e-commerce business enterprise marketing research.The concept of Internet plus has made a good interpretation to the new features of the current economic form in China.At present, many industries in China are in the stage of optimization and upgrading, including export industries.Compared with the traditional cross-border trade, the advantages of cross-border e-commerce are very obvious.First, the cost of cross-border e-commerce is low.Both sides of the transaction can only complete transaction process through network transaction.It's benefit for saving the intermediate links in the transaction process, so that all kinds of additional costs generated by the intermediate links will be saved.Secondly, the efficiency of trade has been improved effectively.In the information age of the network, the information asymmetry between the buyers and sellers is gradually erased.Under the environment of cross-border e-commerce, buyers can easily get product information from all over the world through the Internet, and sellers can also connect to buyers through a variety of network channels in the shortest time.Therefore, it can be said that cross-border e-commerce has an obvious advantage in the global business environment of the network age. Cross-border E-commerceThe so-called cross-border e-commerce refers to different customs trade body can be reached through e-commerce transactions platform.It is an international business, paying and clearing through the e-commerce platform and transporting goods through cross-border logistics and completing transactions. Enterprise Marketing AdaptabilityMarketing adaptability was proposed by Geroge S. Day at the 75th anniversary celebration of the Journal of Marketing magazine.He thinks that the enterprise is a complex adaptive system, with the combined effect of internal and external environment to learn and accumulate experience.In order

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