Research On Competition Strategy Of B2B International Trading Media In China

The industry of B2B International Trade Medium in China has reached a considerable market scale coming through over half century development, at the same time, the internal competition of this industry has become more intense, lower price competition was showed up. Under this situation, as a person who are working in the industry of B2B International Trade Medium in China, I have to consider and seek after the benign competition strategy.According to Michael E. Porter's Competitive Strategy Theory, as soon as a firm realize"total cost leadership, product differentiation and focus", then the firm can gain a competitive advantage. So if the most firms of B2B International Trade Medium in China can realize that total cost leadership, product differentiation and specialize in the service of Chinese enterprise globalizing, then lower price competition can be avoided.The thesis investigated the history, features, and the development actuality of all kinds of marketing channels of B2B International Trade Medium industry, and also the whole industry development actuality of B2B International Trade Medium. besides that, the thesis also analyzed the macro-scopical environment and interior circumstance of B2B International Trade Medium industry, the thesis researched and compared the business model and marketing strategy of famous B2B International Medium companies all over the world. The method of rising questions, analyzing questions and solving questions was adopted, also used the qualitative analysis and quantitative analysis during the research process.On above basis, the thesis put forward following benign product differentiation competition strategy: First, for the B2B international website, exploring the payment exchange, logistics exchange and personnel exchange from the present information exchange, also deepening the on-line communication and video functions of the B2B website. The second, qualification and credit audit will be the future trend of B2B International Trade Medium industry. The third is multi- channel integrated marketing strategy. The feasibility and market space of above strategy have been proved in the thesis.