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Web of Proceedings - Francis Academic Press

Research on Cross-border E-commerce Marketing Strategy Based on Grounded Theory

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DOI: 10.25236/ic3er.2019.014


Jinjun Yu, Shucui Wang, Rongjin Ye

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Jinjun Yu


The aim of this study was to provide effective solutions to promote economic integration, trade globalization and foreign trade transformation and upgrading. This paper focuses on the theme of cross-border e-commerce marketing strategies, uses grounded theory, encodes and classifies the collected literature and interview records, and finally proposes marketing strategies for cross-border e-commerce companies based on the results. The research results can guide the practice of cross-border e-commerce enterprises.


Cross-border E-commerce; International Marketing; Marketing Strategy; Grounded Theory