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At present, China’s cross-border import e-commerce platforms present a market structure of “hierarchical monopolistic competition”. It is increasingly difficult for emerging platforms to survive and develop in the new market environment. Most of the existing researches on cross-border e-commerce focus on logistics, payment, customs clearance and other surface development dilemma, and less on marketing. This paper studies the development problems faced by emerging cross-border import e-commerce platforms from the perspective of four C’s marketing theory. In view of the problems of neglect of core consumer demand, unbalanced income and expenditure, restrictions on twoline channels, and lack of effective communication, this paper proposes that authentic guaranteed and differentiated development, rationalization of cost control, two-line channels joint development and effective communication throughout the process. It is expected to guide the emerging cross-border import e-commerce platform to develop better in the fierce competition.

Development Problems and Solutions of Emerging Cross-border Import E-commerce Platforms—Based on the new connotation of Four C’s marketing theory