Research On Cross-border E-commerce Strategy Of Aide International Trade Co Limited

Along with the development of electronic commerce,cross-border orders at small amount has increased among SMEs which character is known as small quantity,high frequency,and fast delivery.Cross-border E-Commerce is a kind of forward-looking business model,and has become an important opportunity for SMEs(Small-Medium-size Enterprises)in their business transformation and development.As a typical small foreign trade enterprise,Aide International Trade Co.,Ltd.has to face so many difficulties and challenges in developing and entering global market.How to respond to the opportunities and challenges posed by the external environment,and how to develop the marketing strategy which are electronic commerce based,so as to have the ability to compete with other companies are the initial questions in this paper.This paper considered Aide company as study subject,on the basis of Electronic Commerce and Marketing Theory,comprehensively analyzed the company's current situation and the overall environment of international trade.First,the paper reviewed the relevant E-Commerce theory as well as SWOT,PEST and Porter's Five Forces model,which provided theoretical basis on the analysis of Aide company.Second,the paper described the current EC status and business process of Aide company,and analyzed the macroeconomic environment of Aide company through PEST analysis model,and analyzed its opportunities and threats from microscopic aspects using SWOT and Porter's five forces model.Third,the paper determined the EC marketing strategy and target in according to Aide's business status and future development,and designed the overall plan of EC system,and then formulated Aide's target market and integrated marketing strategy planning by using of 4P model.Finally,in order to ensure the smooth implementation of the marketing strategy,we improved the safeguards in company vision,human resources,resource allocation,reward management,and other aspects.