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

Author

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  • Wang Cao
  • Lennora Putit

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.

Suggested Citation

  • Wang Cao & Lennora Putit, 2023. "A Systematic Review on Marketing Strategies of China’s Import Cross-border E-commerce B2C Platforms," Information Management and Business Review, AMH International, vol. 15(1), pages 204-209.
    • Handle: RePEc:rnd:arimbr:v:15:y:2023:i:1:p:204-209
    DOI: 10.22610/imbr.v15i1(I)SI.3405
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