Chapter 6 Conclusions,Limitations and Prospects
6.1 General Conclusions
This study provides an in-depth analysis and optimization of the marketingstrategies of company X's sportswear business on the cross-border e-commerceplatform.By evaluating the current cross-border e-commerce marketing status quo ofcompany X,and combining domestic and international research status on productdesign,target market positioning,and the AARRR model,this study proposes a seriesof optimization strategies aimed at enhancing the brand influence and marketcompetitiveness of company X's sportswear business in the cross-border e-commercefield.
This study clarifies the target market positioning of company X's sportswearbusiness on the cross-border e-commerce platform.Through three steps of marketsegmentation,target market selection and market positioning,it identifies male,aged18 to 35,from the middle and low-income groups in Russia,Europe,and SouthAmerica as the main target market and provides sportswear products that meet theirneeds and preferences.Aiming at the problems of company X in user acquisition,activation,retention,revenue and referral,this study proposes correspondingoptimization strategies.In terms of user acquisition,it is recommended that companyX broaden cross-border marketing and promotion channels and use big data to createcross-border private traffic;In terms of user activation,it should design personalizedproducts that meet the needs of cross-border users and provide attractive rewards toactivate the desire to buy;
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