Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)

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Research on Digital Marketing Strategy of Cross-border Retail Platform Based on STV Model: Taking Amazon as an Example

Authors
Meiyu Wang1, *, Zhizhen Bu1
1Alibaba Business School, Hangzhou Normal University, HZNU Hangzhou, China
*Corresponding author. Email: wangmeiyubella@163.com
Corresponding Author
Meiyu Wang
Available Online 29 December 2022.
DOI
10.2991/978-94-6463-042-8_150How to use a DOI?
Keywords
digital marketing; STV triangle model; cross-border retail platform; international marketing strategy; cross-border e-commerce; Amazon
Abstract

Given that the Internet has promoted the overall transformation of international trade, the global marketing strategy of cross-border retail platform enterprises must be adjusted in accordance with the development of emerging Internet technologies and the digital business environment. The article aims to construct a new digital marketing model for crossborder retail platform enterprises based on STV marketing theory, which emphasizes on the target marketing, crossover marketing and forming platform alliances to earn the global market. With a goal of building a digital marketing ecosystem, the model offers detailed suggestions for each marketing strategy and integrates various factors at different stages of international development.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
Series
Advances in Computer Science Research
Publication Date
29 December 2022
ISBN
10.2991/978-94-6463-042-8_150
ISSN
2352-538X
DOI
10.2991/978-94-6463-042-8_150How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Meiyu Wang
AU  - Zhizhen Bu
PY  - 2022
DA  - 2022/12/29
TI  - Research on Digital Marketing Strategy of Cross-border Retail Platform Based on STV Model: Taking Amazon as an Example
BT  - Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
PB  - Atlantis Press
SP  - 1051
EP  - 1056
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-042-8_150
DO  - 10.2991/978-94-6463-042-8_150
ID  - Wang2022
ER  -