Analysis of Cross-border E-commerce Marketing Model Innovation in International Trade
DOI:
https://doi.org/10.71222/x15x9b70Keywords:
cross-border e-commerce, international trade, digital marketing, data-driven marketing, localization services, marketing innovationAbstract
Cross-border e-commerce has emerged as a fundamental catalyst for the digital transformation of international trade. In contrast to traditional foreign trade marketing, which relies heavily on physical exhibitions, agents, wholesalers, and conventional off-the-shelf channels, cross-border e-commerce marketing is predominantly driven by digital platforms, social media engagement, content sharing, consumer data analytics, and localized services. Despite the ability of numerous enterprises to rapidly penetrate overseas markets via third-party platforms, they frequently encounter significant challenges, including high platform dependency, limited brand diversity, inadequate data utilization, weak localization, and complex compliance issues. This study systematically addresses the implementation of cross-platform e-commerce marketing models within international trade. By analyzing the intrinsic characteristics of cross-border e-commerce, we propose a comprehensive novel framework comprising platform traffic marketing, social content marketing, data-driven precision marketing, local service marketing, and holistic brand operations. To validate the applied research properties of this framework, four distinct marketing models were trained for simulation: traditional platform marketing, social media marketing, detailed precision marketing, and comprehensive collaborative marketing. Performance was rigorously evaluated using conversion rates, customer acquisition costs, and repurchase metrics. Simulation results demonstrate that the comprehensive collaborative model significantly outperforms traditional platform approaches by maximizing conversion rates, minimizing customer acquisition costs, and substantially increasing user retention. Ultimately, we recommend that cross-border e-commerce enterprises transition from exclusively competing for traffic toward an integrated marketing ecosystem that synergizes platforms, content, data, services, and branding to ensure long-term international competitiveness.References
1. M. Dallocchio, M. Lambri, E. Sironi, and E. Teti, "The role of digitalization in cross-border e-commerce performance of Italian SMEs," Sustainability, vol. 16, no. 2, p. 508, 2024.
2. Q. H. Do, T. Y. Kim, and X. Wang, "Effects of logistics service quality and price fairness on customer repurchase intention: The moderating role of cross-border e-commerce experiences," Journal of Retailing and Consumer Services, vol. 70, p. 103165, 2023.
3. H. S. Lee, G. Yalcinkaya, and D. A. Griffith, "Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization," International Marketing Review, vol. 41, no. 5, pp. 1102–1117, 2024.
4. U. Wistedt, "Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory," Journal of Retailing and Consumer Services, vol. 81, p. 104015, 2024.
5. B. Shao, Z. Cheng, L. Wan, and J. Yue, "The impact of cross border E-tailer's return policy on consumer's purchase intention," Journal of Retailing and Consumer Services, vol. 59, p. 102367, 2021.
6. Y. Wang, Y. Wang, and S. H. Lee, "The effect of cross-border e-commerce on China’s international trade: An empirical study based on transaction cost analysis," Sustainability, vol. 9, no. 11, p. 2028, 2017.
7. X. Tang, "Research on the development of computer cross border e-commerce from the perspective of international trade," in Journal of Physics: Conference Series, vol. 1992, no. 2, p. 022060, Aug. 2021.
8. H. Zhong, S. Zhang, W. Song, and Z. Zhang, "Impact of international trade on cross-border e-commerce development: an empirical study based on the evidence from Ningbo city in China," International Journal of Technology, Policy and Management, vol. 21, no. 2, pp. 140–156, 2021.
9. Y. Tu and J. Z. Shangguan, "Cross-border E-commerce: A new driver of global trade," in Emerging Issues in Global Marketing: A Shifting Paradigm, Cham: Springer International Publishing, pp. 93–117, 2018.
10. F. Ding, J. Huo, and J. K. Campos, "The development of cross border e-commerce," in *International Conference on Transformations and Innovations in Management (ICTIM 2017)*, Atlantis Press, pp. 487–500, Sep. 2017.
11. Y. He, R. Wu, and Y. J. Choi, "International logistics and cross-border E-commerce trade: who matters whom?," Sustainability, vol. 13, no. 4, p. 1745, 2021.
12. T. Adjouro, "The effects of cross-border e-commerce on international trade and economic growth: A case of China," International Journal of Economics and Finance, 2021.
