Research on marketing strategies of cross-border e-commerce of Dongfeng motor parts and components group based on SWOT analysis
基于SWOT分析的东风汽车零部件跨境电商市场策略研究

摘要

本研究利用SWOT模型研究东风汽车零部件事业部在跨境电商领域的市场策略。系统梳理了公司在产业链、产品技术、品牌等方面的内部优势与劣势，以及新能源汽车市场、“一带一路”、数字化等外部机会与贸易壁垒、竞争加剧等外部威胁。基于此，构建SO增长型、WO扭转型、ST多元化、WT防御型四种策略，研究结论认为，东风零部件需采取动态化的市场策略，方能在全球竞争中把握机遇、应对挑战，实现可持续发展。

Abstract

This study employs SWOT model to study marketing strategies of Dongfeng Motor Parts and Components Group in the cross-border e-commerce field. It systematically sorts out the internal strengths and weaknesses of the company in terms of industrial chain, product technology, and brand building, as well as the external opportunities brought by the new energy vehicle market, the Belt and Road Initiative, and digitalization, and the external threats such as trade barriers and intensified competition. Based on this analysis, the paper constructs four marketing strategies including Strengths-Opportunities, Weaknesses-Opportunities, Strengths-Threats, and Weaknesses-Threats strategies. The findings suggest that the company should adopt dynamic marketing strategies to seize opportunities and address challenges in global competition, thereby achieving sustainable development.