Abstract
With the booming development of global e-commerce, cross-border e-commerce marketing has become an indispensable part of brand internationalization strategies. This paper primarily investigates the cross-border e-commerce marketing strategies for Australian Natural Skincare Products (ANSP) in the Chinese market, based on user personas. By analyzing the current cross-border e-commerce models and the development status of ANSP in the Chinese market, this study constructs user personas for Australian natural skincare brands. Based on these personas, precision marketing strategies guided by the AISAS model are proposed. The research finds that Chinese consumers have a high awareness of ANSP and prefer their natural and mild product characteristics. Through data collection and analysis, this paper reveals consumers' basic information, brand preferences, and purchasing motivations, thereby providing a theoretical basis and practical guidance for the formulation of cross-border online marketing strategies by Australian natural skincare companies in the Chinese market.
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