Qualitative Research On The Influence Factors Of Cross-border Ecommerce Brand Building

Cross-border e-commerce which is based on the internet operation mode has become a new bright spot in Chinese foreign trade after many years vigorous development. Cross-border e-commerce breaks the traditional foreign channels" monopolies which are from importers, wholesalers, distributors, retailers, so that enterprises can directly face individual wholesale and even consumers. It effectively reduces the middle parts of the transaction and the cost of the commodity circulation, significantly improves the efficiency of the import and export trade, and thereby enhances the profit of the corporate. Cross-border e-commerce has fundamentally changed the mode of the production, sales and logistics. In the production aspect and marketing aspect, cross-border e-commerce can effectively undertake a large number of small and medium foreign trade orders from overseas and implement fine management. Therefore, it broadens the company’s production and sales channels and benefits the enterprises’independent research and development and export of independent brand. In addition, cross-border e-commerce can directly sale consumers commodity, which can help companies seek higher added value, benefit the creation of independent brands and promote China’s manufacturing products’market influence and competitiveness.Behind the rapid development of cross-border e-commerce, it also faces with the problems that the traditional foreign trade faces and the most serious one is the sharply increasing of cross-border e-commerce causes the diversion of price war from traditional foreign trade to cross-border e-commerce, which leads into the sustained decline in margins. The root cause of these problems is that cross-border e-commerce involves in the new type of homogenized competition only depending on the innovation of sales way. If cross-border e-commerce enterprises want to survive and develop, they should establish the brand awareness quickly, strengthen enterprise brand building, and use brand as the enterprise’s differentiation strategy. On the basis of Collecting and organizing the existing literature, this paper analyzes the domestic leading cross-border e-commerce brand to find the theoretical support for the development of cross-border e-commerce brand strategy. The article carries on the analysis from the following six parts.The first part is the introduction. We introduce the topic of "qualitative research on the influence factors of cross-border e-commerce brand building" and its background, research significance, and then pointing out the innovation and shortage.The second part is literature review. By through the research of domestic and foreign on the connotation and research status of cross-border e-commerce, the research result of brand and E-commerce brand construction. In above the analyses bases, we lay a theoretical foundation for this paper.The third part is research method and research scheme. In this part, we introduce the qualitative research and the research method of grounded theory. Furthermore, we make a detailed description on case choosing, data collection, data analysis methods and tools, the validity and reliability.The fourth part mainly introduces the analysis of cross-border e-commerce brand building. Through using the qualitative analysis software Nvivo 10 to analyze the data, and use the grounded theory research method to open decoding, spindle decoding, selective decoding the collected data, totally obtaining twenty-two concepts, nine categories, five core areas, and finally build a model of influencing factors of cross-border e-commerce brand building.The fifth part is giving some detail on the model of influencing factors of cross-border e-commerce brand building. The study found that the influence factors of cross-border e-commerce brand building mainly includes leaders, organization structure, perceived quality, customer satisfaction, brand positioning, brand extension, other proprietary brand assets, brand crisis management, in total nine influence factors.The sixth part is the conclusion and proposal. The researchers find that the role of these nine factors in brand building also has a big difference, and the enterprises generally pay more attention to brand positioning and perceived quality.For the government, firstly, need to increase the support strength for cross-border e-commerce, especially supporting the independent brands and encouraging enterprises to go global. Secondly, the government needs to strengthen the country’s infrastructure, such as network construction, electricity networks and water distribution. Finally, the government need solve the financing difficulty of small and medium-sized enterprises. For colleges and universities, should strengthen the education of college student basic knowledge, such as independent learning ability and market analysis ability. In addition, colleges can actively carry out school-enterprise cooperation, training and improve students’ professional skills to enable them to adapt to market demand.Although we strictly follow the methods and procedures of original collecting data in the field, and use the professional qualitative analysis software to reduce human factors, but there might also be some research limitations, such as the limitations of the data, the limitations of the researcher’s vision field.