Research On The Business Strategy Of Cross-border E-commerce For SK Company

With the fast development of Internet,the cross-border e-commerce of China has developed rapidly.Under the guidance of the “Belt and Road Initiative”,the scale of cross-border e-commerce transactions in China has exceeded 8.06 trillion RMB in 2017,showing an increase of 20.3%,and will reach 8.8 trillion RMB in 2018.These eye-catching data shows the huge market potential of cross-border e-commerce.To seize the abundant opportunities of cross-border e-commerce brought by the initiative,SK was formally founded in 2016.The company mainly focuses on B2 C cross-border model.Relying on its accumulated resources in the game console accessories industry for many years and a wide range of supply chain resources,the company has been operating several professional stores on leading cross-border platforms and delivering goods to consumers in Europe and the United States by taking advantage of the fast and secure payment channels and powerful international logistics network in South China.As SK is a newly founded company with little research on business strategies,this thesis,takes SK as an example,focuses on the strategic management and core competitiveness theory,using PEST analysis method to make analysis of the external conditions of cross-border e-commerce industry.Furthermore,through the analysis of the corresponding competition industry by the Porter Five Forces model and related research by major competitors,this thesis concludes the current opportunities and challenges for SK Company.Secondly,with the help of SWOT and other analytical tools,this thesis conducts a detailed analysis on the internal environment,resources,competitive environment and its own advantages of SK.Also this thesis determines that enterprises shall rely on the external environment and policy opportunities,and adopt positive and stabledevelopment strategies.Thirdly,According to the challenges encountered in current operation,based on e-commerce brand strategy theory,Amazon flywheel theory,long tail theory and explosion strategy theory,SK mainly focuses on the product differentiation strategy,brand strategy and market development strategy as supplement.Finally,on basis of the real operation data of SK company,this thesis prepares a feasibility plan for each function of the business strategy,with detailed steps and methods of implementing the business strategy and a reasonable and feasible business strategy report for SK company.