EMBA学位论文
作者：刘小双
秋吉米公司跨境电商业务服饰产品营销策略优化研究
秋吉米公司跨境电商业务服饰产品营销策略优化研究
中文摘要
随着中国制造的日益强盛，“一带一路”、数字丝绸之路、“互联网+”等战略的提出，
许多外贸企业开始通过互联网进行线上零售，他们入驻海外平台将中国海量的货品通过网
络销售到世界各地，这种被称作跨境电商模式缩短了贸易的销售环节，使得生产可以直接
触及到海外消费者。这不仅影响了全球零售业格局，还给中国外贸的发展带来了新的契机。
跨境电商出口模式也随着发展势头不断丰富，中国商家由入驻欧美市场知名平台亚马逊、
Ebay、AliExpress，到开拓东南亚市场 Shopee、Lazada以及使用独立站 shopify、自建站
DTC等模式，这些都成为中国品牌出海的重要渠道。
本文以秋吉米电商公司服饰产品的营销策略为研究对象，通过提出问题、分析问题和
解决问题的逻辑框架开展研究，以期通过营销策略的优化改进秋吉米电商公司的整体营销
绩效。
具体而言，本文的研究内容主要包括：首先，论文对研究主题的背景及其意义进行了
说明，并明确了论文的研究内容与研究方法；其次，论文针对研究主题相关的专业术语、
概念进行了界定，明确了概念的内涵，同时针对研究内容的基础理论进行了说明；接着，
围绕秋吉米电商公司跨境电商业务服饰产品的营销策略现状及其存在问题进行了描述与
分析，主要通过内部调研访谈数据的整理，归纳总结了企业存在的营销策略问题；然后，
在内外部环境分析的基础上，通过使用 PEST分析、波特五力模型的分析和目标市场需求
与购买行为分析，指出了企业所面临的关键环境要素，为后续营销策略制定提供了方向；
之后,论文的核心章节在明确企业的目标市场营销战略的基础上，围绕企业的营销组合策略
（7Ps）进行了整体优化制定，研究内容具有较好的实践指导性；最后，结合营销策略的
落地，明确了策略实施的重点及其计划安排，并针对性提出了相关管理保障建议，具体包
括组织建议、人员建议、预算资金建议及其过程管控建议等内容。
综上，本文研究主题清晰，研究内容丰富，研究方法得当，提出的具体营销策略建议
不仅能为秋吉米电商公司提供有效的实践参考价值，同时本文的研究亦能为同欧亿·体育（中国）有限公司企业提
供参考与借鉴。
关键词：跨境电商，服饰产品，营销策略，优化
I
EMBA学位论文
作者：刘小双
秋吉米公司跨境电商业务服饰产品营销策略优化研究
Research on Optimization of Apparel Product Marketing Strategy
of Qiujimi's Cross-border E-commerce Business
Abstract
With the growing prosperity of China’s manufacturing, the “Belt and Road”, the Digital
Silk Road, and the “Internet+” strategies have been proposed, many foreign trade companies
begin to conduct online retail through the Internet. They settled on overseas platforms to sell a
large amountof Chinese goods aroundthe world throughthe Internet. This so-called
cross-border e-commerce model has shortened the sales chain of trade, allowing productor to
directly reach overseas consumers. Which not only affects the global retail industry pattern, but
also brings new opportunities to the development of China’s foreign trade. The cross-border
e-commerce export model has also been enriched with the development tendency. Chinese
merchants have moved from entering the well-known platforms Amazon, Ebay, and AliExpress
in the European and American markets to opening up new platforms Shopee and Lazada in
Southeast Asian market, then using shopify independent stations, self-built DTC models, etc. All
these platforms have become important channels for Chinese brands to go overseas.
This paper takes the marketing strategy of Qiujimi e-commerce company'sclothing
products as the research object, and conducts research through the logical framework of asking
questions, analyzing problems and solving problems, in order to improve the overall marketing
performance of Qiujimi e-commerce company through the optimization of marketing strategies.
Specifically, the content of this paper mainly includes: First, the paper explains the
background and significance of the research topic, and clarifies the research content and research
method of the paper. Second, the paper focuses on the professional terms and concepts related to
the research topic. The definition and connotation of the concept are clarified. At the same time,
the basic theory of the research content is explained. Third, it describes and analyzes the
marketing strategy status and existing problems of Qiu Jimi e-commerce company's cross-border
e-commerce clothing products. Mainly through the arrangement of the internal research and
interview data, the existing marketing strategy problems in the enterprise are summarized.
Fourth, based on the analysis of internal and external environment, through the analysis of PEST
model, Porter's five forces model and the analysis of target market demand and purchasing
II
EMBA学位论文
作者：刘小双
秋吉米公司跨境电商业务服饰产品营销策略优化研究
behavior, it points out the enterprise’s key environmental elements, and provides a direction for
the formulation of subsequent marketing strategies. Then followed by the core chapter of the
thesis, based on clarifying the company's target marketing strategy, around company's marketing
mix strategy (7Ps) formulates company’s overall optimization. The research content is very
instructive. Finally, combined with the implementation of the marketing strategy, main point of
the strategyimplementationand itsplanning arrangementsare clarified,andrelevant
management measures were targeted proposed, including organizational suggestions, personnel
suggestions, budget funding suggestions, process control suggestions and etc.
To sum up, the research topic of this paper is clear, the research content is abundant, and the
research method is appropriate. The proposed specific marketing strategy suggestions can not
only provide effective practical reference value for Qiujimi e-commerce company, but also
provide reference for enterprises in the same industry.
Keywords: Cross-border e-commerce, Apparel products,Marketing strategy ,Optimization
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