[摘要]相对于中国经济和电子商务的蓬勃发展，我国外贸形势却严峻复杂，下行压力仍然较大。国内很多中小外贸企业跟上了跨境电子商务的大流，并且在阿里巴巴国际站上有自己的店铺，但是在水杯行业中，很多中小企业对于跨境电商还是没有系统的了解，对跨境电子商务的营销策略更是一知半解。以致大部分中小企业不能有效利用各种营销工具进行网络营销，从而导致公司经营状况持续低迷，进入瓶颈期，公司发展止步不前。 89315

本文以Feipule公司作为研究对象，以电子商务和市场营销理论为指导，结合Feipule公司在阿里巴巴国际站的实践情况，对如何做好水杯行业的跨境电子商务营销策略问题进行分析和研究。采用PEST分析法分析Feipule公司的政治、经济、社会和技术的外部环境；运用SWOT分析法对Feipule公司的优势、劣势、机会、威胁进行分析，进一步了解A公司的优势和存在的问题。结合阿里巴巴国际站水杯行业的分析及Feipule公司目前的营销状况，从产品、价格、渠道这三个方面进行了论述，提出了Feipule公司的营销策略设计。并且结合阿里巴巴国际站的实际操作，通过网页设计、SEO优化排名营销、关键词分析、流量推广策略等，提出了Feipule公司的平台运营提升计划。希望通过本文的分析和建议，可以为A公司的转型，走出困境，提高销量有所帮助。也希望给类似Feipule公司在阿里巴巴国际站进行水杯销售的企业提供可借鉴的方法，帮助中小企业对跨境电子商务知识缺乏和操作无能的问题。

关键词：跨境电子商务；水杯行业；营销策略；SEO优化营销；运营计划

Abstract Relative to the development of China's economic and e-commerce, China's foreign trade situation is grim and complex, and the downward pressure is still large。 Many domestic small and medium-sized foreign trade enterprises to keep up with the flow of cross-border e-commerce,and has its own shops in Alibaba International Station。But many small and medium enterprises have no systematic understanding of cross-border electricity business,let alone knowing the marketing strategy of it。So that the majority of small and medium enterprises can not effectively use a variety of marketing tools for network marketing, which led to the company's operating conditions continued to slump, into the bottleneck period, and the company development stalled。

This paper takes Feipule company as the research object, the use of electronic commerce and the market marketing theory as a guide, researching the marketing strategy problem of cross-border e-commerce about cup industry。Analyze the external environment of politics, economy, society and technology of Company Feipule by PEST analysis。 And also analyze the advantages, disadvantages, opportunities and threats of Company Feipule  by using SWOT analysis to further understand the advantages and problems of  Feipule。 Then combined with the analysis of cup industry and the current marketing situation of Feipule , puts forward the marketing strategy。Finally,through the web design, SEO optimization ranking marketing, keyword analysis,and traffic promotion strategy, put forward the platform of Feipule company operation promotion plan。 Hope that through the analysis and recommendations of this article can increase the sales of Feipule company out of difficulties,to achieve a new leap。And also hope to help the similar company which lacking of cross-border e-commerce and operational knowledge。

Keyword:Cross-border e-commerce; Cup industry; Marketing strategy; SEO method;Operational plan

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1。绪论 1

1。1 研究背景和意义 1

1。2 研究内容