Study On Nanning Department Store Cross-border E-commerce Strategy

In recent years,thanks to the rapid expansion of online business and the maturity of cross-border trade system in China,the<cross-border online business>becomes a notion that enters to customers' everyday life and it has snowballed in the field of fast moving consumer goods(FMCG).This phenomenon has become a part of retail trade's<New normal>.In this background,as the<Old normal>of retail trade,the department store industry is badly hit by the online business,the high rent,the saturation of downtown-business and the weak differentiation of brands etc.Due to this big environment,as the traditional leader of local retail trade,Nanning department store is under the pressure of the market share and the probability.In consequence,how to set up the company's development strategy occupies the most important position.This dissertation considers Nanning Department Store(NDS)as its object of research.Base on the analysis of the firm' s strategy management and the Cross-Border E-commerce,the author seeks to study the external market and industry environment of NDS by using the PEST Analysis and the 5 forces of PORTER,and to evaluate the external key factors by using EFE matrix;in addition,with the analysis of NDS' s internal resources and capabilities,the author gives an evaluation of its internal key factors by using IFE matrix;further more,the SWOT matrix helps in the dissertation to provide some possibilities of strategy,the QSPM matrix helps to choose the strategy,and finally,according to this dissertation,NDS should chooses the "Introducing cross-border e-commerce,developing the online and offline interactive operation" strategy which is the combine of WO strategy and ST strategy.To conclude,this dissertation elaborates in detail the "Introducing cross-border e-commerce,developing the online and offline interactive operation" n strategy,and proposes the organization guarantee and resource guarantee which can ensure the implementation of this strategy.