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

DOI

10.2991/icem-17.2018.126How to use a DOI?

Keywords

Cultural symbols; Cross-border E-commerce; Marketing adaptability; Research

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.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ying Wang
PY  - 2018/01
DA  - 2018/01
TI  - Research on Marketing Adaptability of Cross-border E-commerce under Different Cultural Symbols
BT  - Proceedings of the 2017 7th International Conference on Education and Management (ICEM 2017)
PB  - Atlantis Press
SP  - 626
EP  - 628
SN  - 2352-5428
UR  - https://doi.org/10.2991/icem-17.2018.126
DO  - 10.2991/icem-17.2018.126
ID  - Wang2018/01
ER  -