Cross border electronic commerce (CBEC) has been developing fast in China with rapid growth in retail sales. The importance of business-to-consumer (B2C) has been increasing significantly since 2014. The rapid growth of B2C attracts more enterprises, especially small and medium enterprises (SMEs), to start their CBEC business in the China market.

Aimed at providing comprehensive business analysis, this paper is going to conduct qualitative research on the entire business environment of CBEC in China. The analysis will discover the reasons of fast development and rapid growth regarding CBEC in China. Influencing factors towards national competitive advantages of China will be analyzed using Porter’s Diamond Model. Environmental factors of CBEC in China will be analyzed in political, economic, social and technological perspectives.

In order to give practical managerial implications, this paper is going to conduct a case study on a personal care brand and analyze its business strategies. The case study will focus on market segmentation, targeting, positioning and marketing mix for CBEC. These marketing strategies have significant contribution to the success in China CBEC market.

Abstract I
Acknowledgment II
Table of Content III
List of Figures V
List of Tables VI
Chapter 1: Introduction 1
1.1 Research Motivation 1
1.2 Research Background 1
1.3 Purpose of Study 3
Chapter 2: Literature Review 5
2.1 Country Analysis: Porter’s Diamond model 5
2.2 Industry Analysis: PEST 7
2.3 Business Analysis: Marketing Strategies 8
Chapter 3: Methodology 10
3.1 Research Method 10
3.2 Case Study Background 11
3.3 Research Limitation 13
Chapter 4: Analysis and Result 15
4.1 Porter's Diamond Model 15
4.1.1 Factor Conditions 15
4.1.2 Demand Conditions 17
4.1.3 Related and Supporting Industries 19
4.1.4 Strategy, Structure, and Rivalry 20
4.2 PEST 22
4.2.1 Political 22
4.2.2 Economic 22
4.2.3 Social 23
4.2.4 Technological 24
4.3 Case Study: Nivea 25
4.3.2 Segmentation, Targeting and Positioning 25
4.3.3 Marketing Mix: 4P 27
Chapter 5: Conclusion and Suggestions 32
References 33

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