In the context of the Hainan Free Trade Port's establishment as a major national strategy, cross-border e-commerce, as a key sector connecting the domestic and international dual circulation, is encountering unprecedented development opportunities and profound paradigm shifts. This study aims to systematically explore the new trends in cross-border e-commerce marketing driven by the policy dividends of the Hainan Free Trade Port and to construct a corresponding talent cultivation pathway. The paper first analyzes four major new marketing trends driven by institutional innovation, business format integration, brand globalization, and supply chain upgrading, revealing their disruptive reshaping of the competency structure required for marketing talent. The research identifies significant gaps in the current talent supply, particularly in digital marketing, brand storytelling, data-driven decision-making, and compliance risk management. To address this dilemma, this study introduces the Outcome-Based Education (OBE) theoretical framework and proposes a five-in-one closed-loop model for talent cultivation, which includes "reverse design of objectives, outcome-based curriculum reconstruction, student-centered innovative teaching, deep industry-education integration, and continuous evaluation and improvement." This model aims to achieve a precise alignment of the education chain, talent chain, and industry chain, providing a theoretical reference and practical solution for cultivating high-quality, composite cross-border e-commerce marketing talent for the Hainan Free Trade Port and the nation at large, possessing significant theoretical value and practical guiding significance.
Yu et al. (Wed,) studied this question.