Exploration of Marketing Strategy of Cross-Border E-Commerce Enterprises Under Digital Marketing Mode

In the era of digital economy, the digital marketing model brings opportunities and challenges to cross-border e-commerce enterprises. This paper conducts an in-depth study on the marketing strategies of cross-border e-commerce enterprises under the digital marketing model, including global market research and analysis, the establishment of multi-channel marketing, brand strategy and other aspects. At the same time, the paper analyzes the challenges faced by enterprises, such as imperfect laws and regulations, imperfect logistics system, high payment and settlement risk, fierce market competition and technical talent shortage and so on, and puts forward corresponding coping strategies. In the future, cross-border e-commerce enterprises should constantly innovate digital marketing strategies, improve their competitiveness, and achieve sustainable development.