E-COMMERCE MARKETING MANAGEMENT IN CHINA AND RUSSIA IN A CROSS-CULTURAL ENVIRONMENT: DEVELOPMENT STATUS AND PROSPECTS

With the continuous development of Internet technology, the distance between countries in the world is getting smaller and smaller, which brings more opportunities for communication and cooperation to countries in different regions than before. While seeing the bright prospects of cross-border e-commerce, we must also consider what business strategies cross-border e-commerce should adopt under different cultural backgrounds in order to effectively develop overseas markets, expand sales, and meet the needs of overseas consumers. With the advancement of China's "One Belt, One Road" policy, the Eastern European market, as an important partner, is one of the most important target markets for China's cross-border e-commerce. However, the cultural differences between the two countries have a greater impact on the efforts of both parties to promote cross-border e-commerce.