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

1.Cassia, F., Palumbo, R., & Ugolini, M. (2025). Leveraging cross-border e-commerce platforms for export market entry. Journal of International Business Studies. https://doi.org/10.1016/S2059-6014(25)00005-0 2.Chen, Y., & Liu, S. (2022). A study of cross-border e-commerce research trends: Bibliometric and content analysis. Frontiers in Psychology, 13, Article 1009216. https://doi.org/10.3389/fpsyg.2022.1009216 3.Council of the European Union. (2025, November 13). Customs: Council takes action to tackle the influx of small parcels. European Council Press Releases. https://www.consilium.europa.eu/en/press/press-releases/2025/11/13/customs-council-takes-action-to-tackle-the-influx-of-small-parcels/ 4.IMF, OECD, UNCTAD, & WTO. (2023). Handbook on Measuring Digital Trade (Second Edition). International Monetary Fund. https://www.wto.org/english/res_e/booksp_e/digital_trade_2023_e.pdf 5.Reuters. (2025, December 12). EU to impose 3 euro duty on e-commerce parcels from July 2026. Reuters. https://www.reuters.com/world/china/eu-impose-3-euro-duty-small-ecommerce-parcels-july-2026-2025-12-12/ 6.Reuters. (2025, July 30). US ends tariff exemption for all low-value packages. Reuters. https://www.reuters.com/world/us-ends-tariff-exemption-all-low-value-packages-2025-07-30 7.Saunders, M., Lewis, P., & Thornhill, A. (2023). Research methods for business students (9th ed.). Pearson. 8.UNCTAD. (2024). Business e-commerce sales and the role of online platforms (Technical Notes on ICT for Development No. 1). United Nations Conference on Trade and Development. https://unctad.org/publication/business-e-commerce-sales-and-role-online-platforms 9.WCO. (2022). Framework of Standards on Cross-Border E-Commerce. World Customs Organization. https://www.wcoomd.org/-/media/wco/public/global/pdf/topics/facilitation/activities-and-programmes/ecommerce/wco-framework-of-standards-on-crossborder-ecommerce_en.pdf 10.Xinhua. (2025, January 13). Update: China’s foreign trade hits new high in 2024 as cross-border e-commerce expands. Xinhua News Agency. https://english.news.cn/20250113/ae26ef8f105841fc847245555f4b8ad7/c.html 11.Derindağ, Ö. F. (2022). Rise of cross-border e-commerce: A systematic literature review. Journal of Advanced Technology and Social Sciences, 5(2), 165–182. 12.Wang, N. (2021). B2C cross-border e-commerce logistics mode selection considering product returns. International Journal of Production Research, 59(13), 3841–3860. https://doi.org/10.1080/00207543.2020.1752949 13.Taherdoost, H., & Madanchian, M. (2021). Empirical modeling of customer satisfaction for e-services in cross-border e-commerce. Electronics, 10(13), 1547. https://doi.org/10.3390/electronics10131547 14.Abudureheman, A., & Nilupaer, A. (2021). Optimization model design of cross-border e-commerce transportation path under the background of COVID-19. Soft Computing, 25(18), 12007–12015. https://doi.org/10.1007/s00500-021-05685-6 15.Wang, X., Xie, J., & Fan, Z. P. (2021). Cross-border e-commerce and supply flows integration. Industrial Marketing Management, 89, 72–88. https://doi.org/10.1016/j.indmarman.2019.09.004 16.Feng, H., Liu, X., & Zhu, S. (2021). Research on business model and marketing strategy of China’s cross-border e-commerce platform: A case study of Kaola. In Advances in Social Science, Education and Humanities Research (pp. 291–297). Atlantis Press. https://doi.org/10.2991/assehr.k.211020.170 17.Wang, C. (2025). Digital marketing strategy of cross-border e-commerce. Frontiers in E-Entrepreneurship, 1(5), 1224–1239. 18.Öztürk Derindağ, F. (2022). Cross-border e-commerce development: Systematic literature and implications for marketing strategy. Journal of Advanced Technology and Social Sciences. 19.Chen, Y., & Lee, H. (2017). One-third of e-commerce represents cross-border e-commerce (bibliometric reference). Frontiers in Psychology. 20.Ai, H., Mou, J., & Lai, K.-K. (2019). Cross-border e-commerce logistics service and quality factors. Journal of International Logistics and Transportation, 6, 1–15. 21.Liu, T., & Lai, K.-K. (2016). Cross-border third-party logistics market integration. Journal of Global Logistics. 22.Valarezo, Á., Pérez-Amaral, T., & Garín-Muñoz, T. (2018). Drivers and barriers to cross-border e-commerce: Evidence from Spanish consumers. Telecommunications Policy, 42(6), 464–473. https://doi.org/10.1016/j.telpol.2018.03.006 23.Zhang, J. (2025). Exploring the impact of generative AI on cross-border e-commerce brand building in Chinese manufacturing. arXiv. https://arxiv.org/abs/2411.17700 24.Zhang, Y. (2025). Research on the impact of cross-border e-commerce on traditional trade and optimization strategies. CMAM 2025. 25.Xiandaishangye.cn. (2025). Marketing strategies of cross-border e-commerce for promoting international brand building. Modern Business, (7). 26.Xiandaishangye.cn. (2024). The current situation and countermeasures of cross-border e-commerce marketing in the digital economy era. Modern Business, (11). 27.BCPublication.org. (2023). Research on the marketing strategy of cross-border e-commerce. SSH Journal. 28.IAEME. (2025). Cross-border e-commerce and its implications for global trade policy. International Journal of Creative Research and Studies. 29.Yu, J. (2023). Marketing strategy of a company’s Amazon cross-border e-commerce business (Master’s thesis). South China University of Technology. 30.International Marketing strategies. (n.d.). Key Concepts & Applications. Studocu.

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