A Discussion on Cross-Border E-Commerce Marketing Strategies for Small and Medium-Sized Enterprises in the Era of Big Data

Zhe Hu

doi:10.6981/FEM.202607_7(7).0018

Authors

Zhe Hu Anhui Audit Vocational College, Hefei, Anhui 230601, China

DOI:

https://doi.org/10.6981/FEM.202607_7(7).0018

Keywords:

Big Data; Small and Medium-Sized Enterprises; Cross-Border E-Commerce; Marketing Strategies; Targeted Marketing.

Abstract

The global e-commerce competitive environment is experiencing significant shifts as a result of how big data technologies allow a business to analyze an individual consumer’s actions more thoroughly than ever before. Cross-border e-commerce companies are beginning to make their marketing decisions based on data rather than just intuition. Large companies with the inherent capability of gathering large amounts of data from the marketplace have taken leading positions in this shift while SMEs are facing increasing competitition as a result of limited resources. Businesses are changing how they interpret their consumers’ demands in addition to changing the ways in which they communicate marketing messages to their consumers; as a result, Small and Medium-Sized Enterprises (SMEs) have to reassess their strategic marketing strategies. Therefore, creating a marketing strategy that is aligned with the limited resources of SMEs in this big data environment is both an urgent practical imperative and an important area for future research.

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References

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