A Discussion on the Product Communication Strategy of Cross-Border E-Commerce Based on Potential Marketing

DOI

10.2991/aebmr.k.200306.015How to use a DOI?

Keywords

leveraging marketing, cross-border e-commerce products, communication effects, hot events, new media

Abstract

Leveraging marketing can allow many cross-border e-commerce products to gain high attention with less effort through various media platforms, thereby achieving better communication results. By analyzing the cases created by many brands in the marketing atmosphere around hot events, the communication strategies under cross-border e-commerce product leveraging marketing are summarized: multi-level communication, events meeting the best points of product creativity and normalization, and attention to maintenance of the bottom line, in order to achieve the purpose of spreading their products to the maximum extent.

Copyright

© 2020, 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  - Xu Chong
AU  - Liang Rui-ming
PY  - 2020
DA  - 2020/03/11
TI  - A Discussion on the Product Communication Strategy of Cross-Border E-Commerce Based on Potential Marketing
BT  - Proceedings of the 5th International Conference on Financial Innovation and Economic Development (ICFIED 2020)
PB  - Atlantis Press
SP  - 91
EP  - 94
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200306.015
DO  - 10.2991/aebmr.k.200306.015
ID  - Chong2020
ER  -