Study On Enterprise Strategy Of O Co.,Ltd-A Small And Medium Enterprises On Cross-border E-commerce

In China,with the development of economy,the life of common people is improved.Consumer is willing to pay for high-quality goods,and the demand for foreign high-quality goods continue is continues increasing.From 2014,the cross-border import industry has entered a high-speed development period.The original domestic shopping platform,emerging start-up enterprises and the original offline of retail enterprises have joined the battle of cross-border import.After the reshuffle of the new policy in 2016,the cross-border import market captured by an Alibaba T-mall and Taobao global,Jingdong global and NetEase kaola.At the same time,the middle level company,such as Amazon,Little Red book,Ymatou,Weipinhui will be a big wave of the middle level supplemented.The crossborder import market is an oligopoly market,the majority of small micro enterprises are into a brutal knockout.O company's current business encounter great challenges in market.How to survival and development in long-term,that is key issue of O company.In this paper,strategic management theory,PEST and SWOT tools will be used to study the O company's development strategy.This paper summarizes the history of O company.Also review the mission and vision of the company,and analysis the problems that O company had.Using the PEST Model,Michael Porter's Five Forces Model and SWOT Model to define opportunities and threats,strengths and weaknesses of O company,and finally select of the development strategy.Based on the overall strategy to work out O company short,medium and long-term development goals.Company level strategy is transformation of business models and horizontal integration strategy,then the paper gives a detail plan for implementation of the development strategy step by step.Through the construction of corporate culture,the break down of strategic objectives and the implementation of action programs,strategic implementation of resource allocation to ensure the smooth implementation of the strategy.Hopeful this paper is help for the future development of O companies.