A Research On E-commerce Business Model Of SME Cross-border Trading Platform Based On Strategy Management

With the propose of national Belt and Road Initiative strategy,the development of Internet technology,and the overall economy in high growth,Chinese e-commerce enterprises have formed a good momentum of rapid development.As a new force,Medium and small cross-border e-commerce enterprises in the e-commerce industry is worthy of attention and research.Based on the Y platform as an example,on the business theory and strategic management theory as the basis,using literature research method,comparative analysis method and case analysis method to study the small and medium sized cross-border e-commerce enterprises' business model,in order to provide reference basis for the survival and development of similar enterprises.The main conclusions are as follows:Platform-Y is a platform for cross-border e-commerce service platform,it uses an innovative B2B2C service model for the traditional small and medium enterprises to provide foreign trade supporting services.With this innovation,Platform-Y divides transaction activities into domestic and overseas parts,so that domestic manufacturers can more easily sell goods to overseas consumers.Platform-Y has three features:"agent"model,"Made in China" goods and characteristically localized services.The first step for Platform-Y's strategy is to succeed in the Southeast Asian market,to create the best local services,logistics,the fastest,lowest cost business platform.The first country Platform-Y chooses is Philippines,of which shows potential in developing e-commerce trade in many aspects.According to competitive analysis,Platform-Y should consider the supplier,consumer bargaining power and consumer habits as most important factors when applying the competitive strategy.According to the above factors and issues related to the Platform-Y,seven strategic measures and suggestions can be given for similar enterprises to reference:1.Clear positioning to build brand image;2.Improve the profit model and expand revenue channels;3.Attract high-quality "Made in China" goods-vendors;4.Build the audit system,to prevent harm from fakes or copycats;5.Reduce the cost of logistics to enhance customers experience;6 Optimize credit mechanism to protect sellers and buyers;7 Increase users access to Platform-Y by new media.