Research on Marketing Strategy of B2C E-Commerce Platform Based On Marketing Strategy Triangle Model

Xu, Xiping; Bu, Zhizhen; Fan, Zhigang

doi:10.2991/aebmr.k.200306.055

Cited by 4 publications

(5 citation statements)

References 1 publication

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“…Xu: et al (2020) [1] defined the consumer group as undergoing tremendous changes, and the post-90s and post-50s have gradually become new consumption engines. On the one hand, with the continuous rise of per capita online consumption, the post-90s generation,…”

Section: Marketing MIX Strategiesmentioning

confidence: 99%

Study of Influence on E-commerce B2C Marketing Strategy on Sichuan Consumers’ Intention to Purchase Local Specialties

Luo

2022

L-E

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B2C stands for “Business to Consumer.” This type of marketing involves strategies to promote products and services directly to target consumers. The products and services sold are generally those ordinary customers use in their daily lives and meet urgent needs. The way of purchasing local specialties needs a different emotional response for a quick purchase decision. The aims of this research study are based on three objectives: to analyze the influence on Sichuan consumers’ willingness to buy local specialties before and after the implementation of the e-commerce B2C marketing strategy; to explore the influencing mechanism between the following groups of factors: what is the relationship between satisfaction and purchase intention; to make feasible suggestions on how the B2C e-commerce marketing strategy of native products can provide better services for the needs of the consumers

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Section: Marketing MIX Strategiesmentioning

confidence: 99%

Study of Influence on E-commerce B2C Marketing Strategy on Sichuan Consumers’ Intention to Purchase Local Specialties

Luo

2022

L-E

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“…According to Xu et al (2020), the Post-90s or more commonly known as Gen Z is the main online consumption engine in China. Their consumer characteristic is rational but enthusiastic on premium and branded products.…”

Section: 3cultural and Consumer Needsmentioning

confidence: 99%

“…They have diversified needs in spiritual aspect and aesthetical sense. Simultaneously, Xu et al (2020) noticed there is an increasing new account registering for the Post-50s or more commonly known as baby boomers started in the year 2018. From Alibaba's statistic, the annual average spending for Post-50s in Tmall increased 1.6 times, about 5,000 Renminbi per person.…”

Section: 3cultural and Consumer Needsmentioning

confidence: 99%

Understand China’s cross-border e-commerce industry: a market entry mode

Tan¹

2021

Sys Lit Rev & Meta-Anl J

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Cross-border e-commerce is emerging explosively globally while China as the world’s largest trading country is gradually shifted its traditional trading market to the online marketplace to fit new retail norms of buying online across borders. The supply-demand dynamism and infrastructure readiness are two key drivers governing the exponential growth; however, multiples factors including cultural differences in consumer behaviour, unstructured laws and regulation, the inefficiency of transformed value chain management, limitation on currency payment, and distancing logistics remain unsolved challenges. Hence, this paper aims to deliver some key takeaways for the foreign company to take advantage of cross-border e-commerce as the channel to entering China’s consumer market. Using a combination of various keywords as the searching formula, a total of 17 relevant papers exacted from the Scopus database is in inclusion for the reviewing works. Only the journal paper published in the year 2021 and the content is highly relevant are included. From there, four predominant themes identify are the national-based regulatory environment, market-driven value creation, service-based ecosystem reformation, and digitally drive business transformation. Viewing the huge market potential, cross-border e-commerce is, therefore, a good start points for the foreign company to step into China market.

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“…Corporate governance plays an important role in the process of economic development, and corporate governance efficiency is one of the effective evaluation indexes for the realization of corporate governance goals [2], as the core force of China's circulation industry, retail enterprises have a positive influence on the growth of the national economy. Drived by the new round of scientific and technological revolution, the upgrading of consumption concept, the transformation of sales model and the increasingly fierce competition in the retail market, the retail industry is undergoing an unprecedented fundamental transformation [3]. Therefore, improving governance mechanism and improving governance efficiency are the necessary prerequisite and important guarantee for the high-quality development of retail enterprises, as well as the internal requirements for the realization of highquality economic development.…”

Section: Introductionmentioning

confidence: 99%

Research on the Governance Efficiency of the Full Life Cycle of Retail Enterprises

Lyu¹,

Yang²

2021

Advances in Social Science, Education and Humanities Research

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The improvement of corporate governance efficiency is an important way to achieve high-quality economic development. This article takes retail enterprises as the research object, combines the three economic development stages of enterprise life cycle and high-speed growth stage, medium-speed growth stage and the new normal of economic development. Starting from the static and dynamic dimensions, the DEA and Malmquist index method are used for retail enterprises. Analyze the evolution process of governance efficiency. The results show that retail enterprises generally have the problem of redundant governance investment, and the total factor productivity of retail enterprises in each life cycle is showing a downward trend. On this basis, combined with the characteristics of the life cycle of retail enterprises, it puts forward suggestions for improving governance, and explores effective ways to improve the efficiency of retail enterprise governance.

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Research on Marketing Strategy of B2C E-Commerce Platform Based On Marketing Strategy Triangle Model

Cited by 4 publications

References 1 publication

Study of Influence on E-commerce B2C Marketing Strategy on Sichuan Consumers’ Intention to Purchase Local Specialties

Study of Influence on E-commerce B2C Marketing Strategy on Sichuan Consumers’ Intention to Purchase Local Specialties

Understand China’s cross-border e-commerce industry: a market entry mode

Research on the Governance Efficiency of the Full Life Cycle of Retail Enterprises

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