| In recent years, as the Internet, particularly those based smartphones and tablets continue to penetrate the mobile Internet, as well as payment and logistics and other infrastructure facilities have improved, B2C e-commerce has experienced rapid growth in the global consumer market share. In China, the current cross-border e-commerce platform company has more than five thousand, through all kinds of third-party platform to carry out cross-border business enterprise more than two hundred thousand, as more and more companies and individual businesses engaged in cross-border e-commerce activities in cross-border e-commerce platform, cross-border competition between B2C e-commerce supplier will be more intense. In this context, this paper investigated the cross-border B2C e-commerce market competitive environment, proposed several competitive strategy, allows the seller to obtain competitive advantages.Through the analysis of the target market about the small cross-border B2C e-commerce, proposed the decentralization strategy. By analyzing the five competitive forces of cross-border B2C e-commerce between the seller:The competition among existing competitors, the threat of potential entrants, replacement threat and the bargaining power of buyers and sellers, proposed six competitive strategies:preferably selecting the product strategy, cost leadership strategy, reputation leadership strategy, create the explosion product strategy, decentralization strategy and brand strategy.Additionally, based on AliExpress Platform, did the empirical test for cost leadership strategy, reputation leadership strategy and create the explosion product strategy, the results show that they are actually three viable competitive strategies. In addition, according to the data analysis of decentralization strategy, sellers should select the main target markets for different products. At last, based on the taobao platform doing the data analysis, show the importance of brand strategy. |
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