Research on the Innovation and Optimization of Cross-Border Electronic Commerce Marketing Strategies Under the "Belt and Road"

The "Belt and Road", as a significant international cooperation strategy proposed by China, has fostered economic development and trade exchanges among the countries along its routes, presenting unprecedented development opportunities for cross-border electronic commerce. Due to objective factors, traditional marketing strategies can no longer meet the current development needs of cross-border electronic commerce. Therefore, based on the actual development situation, optimizing and perfecting marketing strategies is key to the development of cross-border electronic commerce enterprises at this stage. This paper first analyzes the environment of cross-border electronic commerce marketing under the "Belt and Road" perspective, including policy, economic, and cultural aspects. For various issues, it proposes paths for innovation and optimization in product strategy, pricing strategy, channel strategy, and promotion strategy. The research not only helps promote the innovation and optimization of cross-border electronic commerce marketing strategies but also provides a useful reference for promoting economic and trade cooperation and cultural exchange among the countries along the "Belt and Road".