本文是一篇网络营销论文，本文以运动服装X公司为研究对象，以STP营销理论和AARRR模型为理论基础，采用问卷调查法，对目标市场的消费者需求、偏好及购买行为等进行了深入调查。同时，结合对X公司的营销现状和竞争者进行分析，识别出X公司在跨境电商营销中存在的问题。
Chapter 1 Introduction
1.1 Research Background
In recent years,with the rapid development of cross-border e-commerce,moreand more startup apparel companies have chosen to conduct business on cross-bordere-commerce platforms to expand sales channels and increase brand awareness.According to market research data,the global sportswear market size is expected tomaintain a growth trend in the coming years.The global sportswear market size wasUSD 230.6 billion in 2022 and is projected to reach USD 410.8 billion by 2032,at aCAGR of approximately 6.0%.With the Internet's popularity and social media'sdevelopment,consumers'shopping behavior and consumption habits have undergoneprofound changes.They pay more attention to personalization and customizationneeds and are more loyal to brands and products.Cross-border e-commerce,as anemerging trade model,has the advantages of breaking through geographicalrestrictions,reducing transaction costs and improving transaction efficiency.More andmore consumers are purchasing overseas goods,including sportswear,throughcross-border e-commerce platforms.This provides an opportunity for sportswearcompanies to expand the international market,and sportswear companies need toleverage the cross-border e-commerce platform to gain a deeper understanding ofconsumer needs and provide personalized products and services to meet consumerdemands.
1.2 Research Purpose and Significance
1.2.1 Research Purpose
The study of cross-border e-commerce marketing strategy of sportswear companyX aims to fully grasp the pulse of the market to promote the sustainable developmentof the company's business.First,the study analyzes in-depth the trends andcompetition in the cross-border e-commerce industry,identifies market opportunities,and draws on the successful experiences of competitors to provide strong support forcompany X to formulate accurate and effective marketing strategies.Secondly,inresponse to the personalized and quality needs of foreign consumers,the study willfocus on optimizing product design and improving product quality to meet theexpectations of target consumers,increasing customer satisfaction and loyalty.Inaddition,the study also focuses on improving marketing efficiency,reducingmarketing costs,and achieving a double increase in brand exposure and sales throughaccurate market positioning and effective use of social media.Ultimately,the studywill help company X to create unique brand strengths and enhance brand image andawareness,so as to stand out in the international market and achieve more outstanding performance and development.
Chapter 2 Theoretical Basis and Literature Review
2.1 Relevant Concepts
2.1.1 Cross-border E-commerce
Cross-border e-commerce refers to the buying and selling of goods or services bytrading entities from different countries or regions through e-commerce platforms.Such trading activities usually involve the online display of goods,electronic payment,cross-border logistics and customer service,etc.,aiming at breaking the geographicalbarriers in traditional international trade and realizing the circulation of goods on aglobal scale.Cross-border e-commerce is characterized by globalization,electronicpayment and cross-border logistics,diversification of consumer demand,andinternationalized operation.Mainstream cross-border e-commerce platforms includeAmazon,eB ay,Wish,Alibaba International Station,and Sizzling Pass,etc.Startup Xis currently focusing on the cross-border e-commerce platform of Sizzling Pass,which is the main platform for sports apparel due to its limited resources.
Cross-border e-commerce,as a kind of international business activity,hassignificant global characteristics,which break through the geographical restrictionsand enable the subject of transactions to buy and sell goods and services freely on aglobal scale.This borderless transaction especially
