On Marketing Modes of ICBEC Based on 4C Principles - A Case Study of Mia

DOI

10.2991/ammsa-17.2017.60How to use a DOI?

Keywords

ICBEC; 4C, Mia; consumer-oriented

Abstract

The marketing modes of Import-oriented Cross-border E-commerce (ICBEC) are popping up at an unprecedented pace in recent years under the attraction of the huge market and with Chinese people's increasing demands for overseas products. Therefore, the ever-growing competition among ICBEC has pushed the accurate marketing and differentiation strategy into the spotlight. This paper, beginning with an overview of current marketing modes of IOCBEs and the challenges they are faced with, is to analyze Mia's Consumer-oriented Policy and its marketing strategy based on 4C principles.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yu He
AU  - Jing Li
PY  - 2017/05
DA  - 2017/05
TI  - On Marketing Modes of ICBEC Based on 4C Principles - A Case Study of Mia
BT  - Proceedings of the 2017 International Conference on Applied Mathematics, Modelling and Statistics Application (AMMSA 2017)
PB  - Atlantis Press
SP  - 270
EP  - 274
SN  - 1951-6851
UR  - https://doi.org/10.2991/ammsa-17.2017.60
DO  - 10.2991/ammsa-17.2017.60
ID  - He2017/05
ER  -