Research on Marketing Strategies and Challenges in the Cross-Border E-commerce Sector within the Digital Economy: A Chinese Perspective | ||||
| المجلة العربية للإدارة | ||||
| Articles in Press, Accepted Manuscript, Available Online from 15 April 2025 PDF (248.48 K) | ||||
| Document Type: بحوث باللغة الإنجلیزیة | ||||
| DOI: 10.21608/aja.2025.362444.1799 | ||||
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| Author | ||||
Khaled Mohammed Al-Qahtani 
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| College of Business Administration, Shaqra University | ||||
| Abstract | ||||
| The cyber economy has propelled cross-border e-commerce to the forefront of international business dynamics. With its role as the world’s leading exporter, China has effectively leveraged digital platforms to significantly expand its global market presence. Understanding the marketing strategies and challenges within this sector is critical for businesses seeking to develop effective strategies and mitigate risks. This study utilizes primary data collected from 73 Chinese companies participating in global e-commerce by means of structured questionnaires and semi-structured interviews. Additionally, secondary data from previous academic studies were incorporated to support the research. This research intends to examine the marketing strategies implemented by Chinese companies active in transnational e-commerce and identify the challenges hindering their growth. Through an extensive investigation, four critical impediments to e-commerce adoption for Chinese enterprises were identified: Legal Regulations and Policy Restrictions (37%), Cultural Differences and Language Barriers (28%), Logistics Distribution and Supply Chain Management (23%), Payment Settlement and Financial Risks (12%). Finally, this study proposes actionable recommendations to address the previously mentioned challenges, offering insightful and valuable guidance that enhances practical applications. | ||||
| Keywords | ||||
| International E-commerce Business; Digital Economy; Marketing Practices; Main Challenges; Future Recommendations | ||||
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