Author

  • Wang Cao

    • Faculty of Business and Management, Universiti Teknologi MARA, Shah Alam Campus, Selangor, Malaysia
    • Business School, Chongqing City Management College, P. R. China
    • Malaysia

  • Lennora Putit

    • Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus, Selangor Malaysia
    • Malaysia

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 ecommerce. 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.

Keywords

References

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How to Cite

Cao, W., & Putit, L. (2023). A Systematic Review on Marketing Strategies of China’s Import Cross-border E-commerce B2C Platforms. Information Management and Business Review, 15(1(I)SI), 204-209. https://doi.org/10.22610/imbr.v15i1(I)SI.3405

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Research Paper

Published in

Vol. 15 No. 1(I)SI (2023) Business Management Practices: Opportunities & Challenges View issue contents

Published

2023-05-14

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