MBA学位论文
莫纳迪跨境电商营销策略优化研究
莫纳迪跨境电商营销策略优化研究
中文摘要
随着经济全球化的不断深入，互联网技术迅速发展，电子信息技术进一步
发展，经济全球化不断深入，“地球村”模式已逐步形成，利用现代信息技术
的新型商业模式跨境电商应运而生。跨境电商为国内中小型公司拓展海外市场，
提供了一条国际业务途径，让全世界的人民都可以足不出户购买不同地域的产
品。在疫情影响下，电子商务的迅猛发展，国外客户消费需求日益增长，跨境
电商作为无地域限制、无国界影响的在线交易新方式，改变了传统贸易的交易
渠道，成为极具发展前景的商业模式。随着亚马逊、TIKTOK等各大跨境电商
平台的日益壮大，各国商品资源进行线下整合，通过在线交易的方式满足了全
世界消费者的购买需求。对于莫纳迪公司来说，如何在国际市场上成功营销商
品，扩大跨境电商业务以及增加公司市场竞争力是亟待解决的关键性问题。
本文以莫纳迪公司为研究对象，根据STP、4P营销理论以及亚马逊“飞轮
理论”，利用个案研究法、实地调查法对莫纳迪跨境电商业务展开实例研究，
围绕如何优化营销策略这一主题展开探讨。通过对莫纳迪PEST宏观环境分析、
波特五力微观环境分析、SWOT分析，揭露了莫纳迪公司跨境电商业务经营的
宏观环境和微观环境、优劣势情况，通过数据调查法对莫纳迪跨境电商营销现
状，包括目标市场客户现状、产品现状以及营销现状进行分析，得出莫纳迪具
有产品成本高，同质化严重、价格偏低和渠道不稳定、营销费用高等问题。首
先，从宏观环境分析，跨境电商在政治、经济、社会、技术上都处于利好的环
境里，跨境电商竞争虽然更加激烈，但是国际市场机会更大。其次，通过对莫
纳迪微观环境分析，公司跨境电商业务经营灵活，可以有效的把握机会，通过
产品和渠道等优化策略降低成本，将威胁控制在一定范围内。然后，通过莫纳
迪所处的营销环境分析，分别从价格、产品、促销、渠道（4P）四个方面提出
莫纳迪跨境电商业务营销策略优化方案，为保障方案实施，本文还从树立正确
的营销理念、优化运营模式、保障产品品质和科学协调企业资金预算四方面提
出具体的实施保障措施。最后，希望莫纳迪营销策略优化方案制定案例能为广
大中小型跨境电商企业提供有益借鉴。
关键词：跨境电商，营销策略优化，4P营销理论，SWOT分析
I
MBA学位论文
莫纳迪跨境电商营销策略优化研究
RESEARCH ON THE OPTIMIZATION OF MONADI’S
CROSS-BORDER E-COMMERCE MARKETING
STRATEGY
Abstract
With the deepening of economic globalization, the rapid development of
Internet technology, the further development of electronic information technology,
and the deepening of economic globalization, the "global village" model has
gradually been formed, and a new business model of cross-border e-commerce
using modern information technology hasemerged. Cross-border e-commerce
provides an international business channel for small and medium-sized domestic
companies to expand overseas markets, allowing people all over the world to buy
products from different regions without leaving their homes. Under the influence of
the epidemic, the rapid development of e-commerce and the increasing consumption
demand of foreign customers, cross-border e-commerce, as a new online transaction
method without geographical restrictions and no border influence, has changed the
transaction channels of traditional trade and has becomea promising future.
business model. With the growing growth of major cross-border e-commerce
platforms such as Amazon and TIKTOK, the commodity resources of various
countries are integrated offline, and online transactions are used to meet the
purchasing needs of consumers around the world. For Monadi, how to successfully
market products in the international market, expand cross-border e-commerce
business and increase the company's market competitiveness are key issues that
need to be solved urgently.
This paper takes Monadi as the research object, according to the STP, 4P
marketing theory and Amazon's "flywheel theory", using the case study method and
field investigation method to conduct a case study on Monadi's cross-border
e-commerce business, focusing on how to optimize the marketing strategy. Explore
a topic. Through the analysis of Monadi's PEST macro-environment, Porter's five
forces micro-environment analysis, and SWOT analysis, the macro-environment,
micro-environment,advantagesand disadvantagesofMonadi'scross-border
e-commerce business operations were revealed. The current situation of Nadi's
cross-border e-commerce marketing, including the current situation of target market
II
MBA学位论文
莫纳迪跨境电商营销策略优化研究
customers, products and marketing, is analyzed, and it is concluded that Monadi has
the problems of high product cost, serious homogeneity,low price, unstable
channels, and high marketing expenses. . First of all, from the analysis of the macro
environment, cross-border e-commerce is in a favorable political, economic, social
andtechnologicalenvironment.Althoughthecompetitionofcross-border
e-commerce is more intense, it has greater opportunities in the international market.
Secondly, through the analysis of Monadi's micro-environment, the company's
cross-border e-commerce business is flexible and can effectively seize opportunities,
reduce costs through optimization strategies such as products and channels, and
control threats within a certain range. Then, through the analysis of the marketing
environment in which Monadi islocated, the optimization plan of Monadi's
cross-border e-commerce business marketing strategy is proposed from the four
aspects of price, product, promotion, and channel (4P). Specific implementation
measures are put forward in four aspects: establishing the correct marketing concept,
optimizingthe operationmode,ensuring productqualityand scientifically
coordinating the enterprise capital budget. Finally, I hope that the case of Monadi's
marketing strategy optimization plan can provide useful reference for the majority
of small and medium-sized cross-border e-commerce enterprises.
Keywords:Cross-bordere-commerce, marketingstrategyoptimization,4P-
marketing theory, SWOT analysis
III