A Systematic Review on Marketing Strategies of China’s Import Cross-border E-commerce B2C Platforms

With the continuous progress of Internet information technology and further strengthening popularity in China, evolving circumstance its cross-border e-commerce platforms is presently fully operating. In particular, B2C for import are developing rapidly. This article first provides a brief introduction to development status China's e-commerce. It then reviews synthesizes relevant literature about imported Based on collation literature, this analyses existing marketing strategies within industry comprehends problems generated by these platform providers via two identified case analyses. Finally, combined with current international trade procedures trends, corresponding strategy improvement proposed.