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Published: 2021-11-23

Page: 65-74


School of Foreign Languages, Xuchang University, Xuchang 461000, China.

*Author to whom correspondence should be addressed.


With the rapid development of internet, e-business internet platforms become more popular in cross-border marketing such as Alibaba, AliExpress and Amazon. Nowadays, a new e-business model is the combination of e-business websites and instant messengers (IMs) such as WhatsApp, Skype, Wechat and QQ, which requires the salesmen with higher proficient language communication techniques. However, the language communication techniques in e-business cross-border marketing are different from the traditional face-to-face communication and phone communication. This paper takes a qualitative case study of the e-business marketing at in China, to explore the English language communication pragmatic principles, its communication methods and characteristics, and identify its language communication techniques. This research has a meaningful significance to the beginners of cross-border e-business marketing in China and other EFL environments.

Keywords: e-business, language communication technique, cross-border marketing, pragmatic principle, AliExpress

How to Cite

GAO, X. (2021). LANGUAGE COMMUNICATION TECHNIQUES IN CROSS-BOARDER E-BUSINESS MARKETING: A CASE OF ALIEXPRESS. Asian Journal of Arts, Humanities and Social Studies, 4(2), 65–74. Retrieved from


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