摘要

本文以4C营销策略为理论基础，结合实时情况，加入一些必要因素，分析跨境电商的本土化策略，核心为国外跨境电商经营者在中国的本土化营销。本土化策略，有助于帮助国外跨境电商经营者较为容易地打通中国市场，改变国内电商市场以价格取胜的一些劣势情况，同时有助于国内电商塑造品牌意识，提升自身品牌质量，打造特有的顾客偏好，形成互惠互利的双赢局面。本文介绍了跨境电商的基本定义，4C营销策略的定义，即：客户策略，成本策略，便利策略和共同策略。作者选择亚马逊中国作为典型案例, 用4C 营销理论去分析亚马逊中国的本土化策略。接着结合所分析的，探索亚马逊退出中国市场的原因，找出一套国外跨境电商进入中国的本土化策略，给陷入中国围城里的国外跨境电商一些启示，帮助他们找到各自独特的品牌优势，解决中国市场的经营窘境。

关键词：跨境电商；本土化策略；亚马逊中国；4C理论

Contents

Abstract I

摘要 II

Introduction 1

1. General introduction of cross-border e-commerce 1

1.1 Definition of cross-border e-commerce 2

1.2 Current situation of cross-border e-commerce 2

1.3 Previous studies of cross-border e-commerce 3

2. General introduction of the marketing theory to analyze localization strategies 4

2.1 Definition of the localization strategy 4

2.1.1 Definition of the 4C marketing theory 4

2.1.2 Introduction of the localization strategy 5

2.2 Previous studies of localization strategies 5

3. Analysis of localization strategies of overseas cross-border e-commerce companies in China based on Amazon’s operation 6

3.1 Amazon’s operation in China 6

3.1.1 Entrance, development and withdrawal of Amazon China 7

3.1.2 Reasons for development of Amazon China from the perspective of the 4C marketing theory 8

3.1.3 Reasons for failure of Amazon China 9

3.2 Localization strategies of overseas cross-border e-commerce companies in China 11

3.2.1 Ways to develop the suitable marketing strategy based on the 4C theory 12

3.2.2 Practical measures about adopting the localization strategy 13

Conclusion 16

References 18