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A Study on the Application of International Marketing Theory in the Market Expansion of Cross-border E-commerce Enterprises

Year: 2025

Type: article

Abstract: With the continuous integration of the global market and the rapid development of e-commerce, cross-border e-commerce has become an important way for enterprises to expand the international market and realize the globalization strategy. The purpose of this paper is to discuss the application of international marketing theory in cross-border e-commerce enterprises' market expansion, analyze its specific role in market positioning, product strategy, price strategy, promotional strategy, etc., with a view to providing cross-border e-commerce enterprises with effective market expansion strategy suggestions.

Source: International Business & Economics Studies

DOI: 10.22158/ibes.v7n2p79

Author: Huishan Xu

Language: English

Topic: E-commerce and Technology Innovations

Subfield: Business and International Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409150565

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