摘要随着海淘事业的不断发展与移动互联网时代的到来，跨进进口电商app逐渐进入广大消费者的生活当中,且不断改变着消费者的生活方式和消费习惯。跨境进口电商app的发展虽然在不断完善与规范，但仍然存在产品同质化严重、营销模式单一、用户粘性低等问题。同时随着行业参与者不断涌入，竞争日益激烈。因此，制定行之有效且有针对性的营销策略显得至关重要。74212

  本文首先通过文献查找与研究，介绍跨境进口电商模式国内外的相关理论及研究现状，进一步确定本文的研究方向；其次分析跨境进口电商app的发展现状和其营销环境，为后续案例研究及营销策略做铺垫；然后根据对跨境进口电商app进行SWOT分析的结果，针对其现存问题并结合相关理论提出行之有效的营销策略；最后以小红书app为例进行实证研究，分析其“UGC”运营模式以及营销策略，验证本文所提营销策略的可行性。

  Abstract: With the development of overseas online shopping and mobile internet, app of Cross-border import E-commerce comes to be known to customers, changing their consumption habits and lifestyles。 Although the development of Cross-border import E-commerce is continuous to be regulated and improved, there are still some problems, such as serious product homogeneity, low user stickiness, the single mode of marketing and so on。 At the same time, with the participants keeping flooding into the industry, market competition is becoming fiercer。 So, it’s vital to develop effective marketing strategies。

  First, through the literature search and research, this paper introduces the relevant theories and research status of Cross-border import E-commerce at home and abroad to determine the research direction of this paper; Secondly, analyzing the current development of Cross-border import E-commerce app and its marketing environment to prepare for the follow-up case studies and marketing strategies。 Then according to the result of SWOT analysis of Cross-border import E-commerce app, aimed at the existing problems and combined with relevant theory to put forward effective marketing strategies。 Finally, taking the app named RED as example, the paper analyses the operation mode of “UGC” and its marketing strategy to verify the feasibility of marketing strategies put forward by the paper。

毕业论文关键词：跨境进口电商app； 营销策略 ；小红书

 Keyword: ；App of Cross-border import E-commerce；Marketing strategy ；Red

目    录

1。引言 4

1。1研究背景及意义 4

1。2研究内容 4

1。3本文创新点 4

2。文献综述 5

2。1跨境进口电商相关研究 5

2。1。1 国外相关研究 5

2。1。2 国内相关研究 5

2。2跨境进口电商app运营模式与营销策略相关研究 5

2。3研究存在的问题 7

3。跨境进口电子商务app营销环境分析 7

3。1 跨境进口电子商务app的优势 8

3。2 跨境进口电子商务app的劣势 8

3。4 跨境进口电子商务app的威胁 11

4。 跨境进口电商app营销策略 13

4。1 实施差异化营销提高用户粘性