2.2 Theoretical Basis
2.2.1 STP Marketing Theories
STP marketing theories are a widely used strategy in marketing,the core of whichlies in the three key steps of market segmentation(Segmentation),target market selection(Targeting)and positioning(Positioning)to realize the competitiveadvantage of the enterprise in the market.
Segmentation:The process of dividing the entire market into a number of smallsub-markets or target markets according to certain criteria and characteristics.The keyto this step is to identify and distinguish the needs and preferences of differentconsumer groups.For example,the market is segmented into different groups basedon factors such as age,gender,geography,income level,and consumption habits.Through market segmentation,enterprises can more precisely understand thecharacteristics,needs and competitive situation of each market segment,providingstrong support for subsequent target market selection and positioning.
Targeting:After completing market segmentation,a company needs to select oneor more segments as its target market.The key to this step is to assess theattractiveness of different market segments and determine which markets are mostsuitable for the enterprise's products or services.When choosing a target market,anenterprise needs to consider its own resources,capabilities,competitive advantages,and market environment.By choosing target markets that are attractive and match thestrengths of the enterprise,the enterprise can utilize its resources more effectively andincrease its market share.
Chapter 3 Cross-border E-commerce Marketing Status of Company X......................27
3.1 Basic Information of Company X..........................27
3.1.1 Introduction of Company X.......................................27
3.1.2 Conditions of Company X's Product Lines........................28
Chapter 4 Analysis of Cross-border E-commerce Marketing Problems and Reasonsfor Company X...............38
4.1 Questionnaire Survey......................................38
4.1.1 Purpose and Target Audience of the Questionnaire Survey......................38
4.1.2 Questionnaire Design and Implementation.............39
Chapter 5 Optimization of Cross-border E-commerce Marketing for Company X.....66
5.1 Cross-border E-commerce Marketing Strategy for Company X.....................66
5.1.1 Cross-border Market Segmentation and Targeting....................................66
5.1.2 Cross-border Market Positioning.........................72
Chapter 5 Optimization of Cross-border E-commerceMarketing for Company X
5.1 Cross-border E-commerce Marketing Strategy for Company X
5.1.1 Cross-border Market Segmentation and Targeting
Company X should conduct market segmentation in its cross-border e-commercetarget market positioning for its sportswear business.As shown in Figure 5-1,Company X's cross-border sportswear business is mainly distributed in Europe andSouth America.At the continental level,the European market emphasizes productquality and reputation,and pays attention to design and fashion elements to meetconsumers'pursuit of high-quality sportswear;the South American market focuses ontrendy and innovative products,and launches sportswear with unique designs andtechnological content for young consumer groups.At the country level,Company Xshould emphasize the quality and craftsmanship of clothing for the Russian market inthe European market,and f
