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Research on Marketing Strategy of Chinese Cross-Border E-Commerce Enterprises—Based on Koala Shopping

DOI: 10.12677/MOM.2022.123008, PP. 65-74

Keywords: 考拉海购,跨境电商,营销策略,消费者
Koala Shopping
, Cross-Border E-Commerce, Marketing Strategy, Consumer

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In recent years, with the rapid development of the Internet and information technology, e-commerce, as an important product of Internet technology, has broken through the barriers of time and space, allowing people to conduct transactions anytime and anywhere more conveniently, and cross-border e-commerce has followed suit. Prosperous and developed, has become a new star of e-commerce. As an e-commerce enterprise focusing on cross-border import business, Kaola Shopping has rapidly grown into the largest self-operated cross-border e-commerce platform in China with its unique marketing strategy and operation model. This paper takes Koala Shopping as an example, analyzes its marketing strategy from multiple perspectives, and puts forward corresponding suggestions for the selection and formulation of the marketing strategy of Kaola Shopping and even cross-border e-commerce enterprises of China.


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