A Study on the Application of International Marketing Theory in the Market Expansion of Cross-border E-commerce Enterprises

With the continuous integration of the global market and the rapid development of e-commerce, cross-border e-commerce has become an important way for enterprises to expand the international market and realize the globalization strategy. The purpose of this paper is to discuss the application of international marketing theory in cross-border e-commerce enterprises' market expansion, analyze its specific role in market positioning, product strategy, price strategy, promotional strategy, etc., with a view to providing cross-border e-commerce enterprises with effective market expansion strategy suggestions.