Research On Development Strategy And Value Chain Of Cross-border Import E-Commerce In China

Nowadays, with the rapid development of the information technology, along with the upgrading of traditional trade, cross-border e-commerce is playing an increasingly important role in the international trade. China’s cross-border e-commerce, though still in the development stage, is growing rapidly. In terms of the Cross-border e-commerce import side, the market share is also increasing rapidly. So, this paper studies the development and application of our cross-border imports of electronic commerce.Based on literature reading and case analysis, this paper has analyzed the current development of cross-border e-commerce imports, and raised the main value chain activity of cross-border e-commerce in imports. Also through using industry-leading brand JD global purchase as a case, analysis its value chain, as well as the advice to promote the development of JD global purchase. As to problems, First, the logistics system is not so perfect that domestic consumer shopping experience is poor. Second, supply channels are limited which is hard to assurance product quality. Third, Homogenization marketing. Forth, because of services undeserved, an increasing number of consumer complaint. Finally, from the perspective of government and business, The proposals to promote the development of cross-border e-commerce imports have also been put forward, including that governments and enterprises should strengthen cooperation, improving cross-border logistics system and optimizing supplier management. Also the enterprises also need to increase R& D investment, strengthen information integration and improve their service level.