Research on the Optimization of International Marketing Strategies of Cross-border E-commerce Enterprises under the Background of Digital Economy 

Wang BoZe

International Business School of Yunnan University of Finance and Economics, Kunming Yunnan, 650000；

Abstract: By reshaping the consumer market and competitive ecology, the digital economy has put forward systematic reform requirements for the international marketing practice of cross-border e-commerce enterprises. Firstly, this paper analyzes the deep influence of digital technology in reshaping global consumption behavior, driving data to become core resources and reconstructing platform competition pattern. Furthermore, it points out that enterprises are facing multiple challenges in marketing practice, such as poor data integration, insufficient cultural adaptation, poor channel coordination and privacy rules. Finally, it puts forward a systematic optimization path with building a data-driven precision marketing system as the core, deepening localized content operation and omni-channel integration as the key support, and strengthening brand digitalization and sustainable customer relationship management as the long-term goal. The research shows that the marketing strategy of cross-border e-commerce enterprises needs to shift from short-term orientation of traffic acquisition and transaction to long-term capacity building with data intelligence and brand equity as the core, in order to establish sustainable advantages in the global competition of digital economy.

Keywords: Digital economy; Cross-border e-commerce; International marketing strategy; Data driven; localization

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