Strategy Reasearch On Chinese Smes To Open Up French Market Through Cross-border E-commerce

Currently,China’s SMEs’(small and medium sized enterprises)foreign trade faces the survival dilemma of"low-end lock in the value chain" and "weak growth in foreign trade".Its capabilities in most aspects are weak.Therefore,it is difficult to reverse the situation on its own.Cross-border e-commerce plays a very important role in optimizing resource allocation,breaking traditional trade barriers,enhancing competitiveness,changing the inferior position of SME in the value chain and upgrading SMEs’ foreign trade.The state has introduced a series of favorable policies to encourage SMEs to use the cross-border e-commerce to "go global".As a member of EU,French market is the second largest in Europe,with a high internet penetration rate,huge market demand and market potential.Meanwhile,it owns advantageous policy,economy,technology and social environment.Based on resource-based theory,PEST model,SWOT model,value chain theory,platform theory,and by use of questionnaire survey,field interview,case analysis,data collection of platform and website,etc.,this paper takes SMEs’ exploring the French market through cross-border e-commerce as the research object and conducts the research both on the application of cross-border e-commerce and France market,then concludes the status quo and problems of SMEs’ internalization.The problems are along the whole process of value chain,which are mainly reflected in product quality compliance,cultural brand innovation,cross-border e-commerce application and localization of the French market.Through the analysis of resource-based theory,it shows the problems are mainly due to the lack of resources of SMEs and cross-border resource integration capabilities.Through PEST analysis and SWOT analysis,the opportunities for SMEs and their own disadvantages are presented,which provided a situation basis for strategic choices.Based on the platform theory,the thesis constructed a targeted SME cross-border e-commerce ecological circle model.This model takes SMEs as the subject,combines the government and enterprises in macro and micro aspects and focuses on the important intermediary function of cross-border e-commerce in resource allocation,providing a specific and compliant market-oriented methodology of SMEs’ utilizing the cross-border e-commerce to open up French market from upstream,midstream and downstream in the whole value chain.It aims to help SMEs avoid the disadvantages and grasp the opportunities by use of cross-border e-commerce ecosystem to optimize resource allocation,so as to enhance cross-border e-commerce application capabilities and French market exploration capabilities,and ultimately form the unique internal advantages and core competitiveness to go global.It has certain theoretical and practical meanings to build the industrial chain structure of China’s SMEs’ foreign trade sharing ecosystem,enhance the position of SMEs in the value chain,and help SMEs develop French market successfully.