Research On The Competitive Strategy Of JQ Cross-Border E-Commerce Company

Under the background of the high-speed growth of cross-border e-commerce,cross-border e-commerce,as a new commercial trade mode,has provided much important opportunity for the development of small and medium-sized enterprises.However,there are many difficulties and challenges for small and medium-sized cross-border e-commerce enterprises in participating in the competition of the international market.JQ Company is a typical small and medium-sized cross-border e-commerce enterprise in the initial development period.Although the company is developing well at present with the help of the fast development of cross-border e-commerce,but with the change of external environment,the opportunity and challenge brought by the the changing external environment,and being faced the increasingly fierce market competition,the current competition strategy of the company is no longer applicable for the company.Therefore,whether to adjust the company's competitive strategy in time and accurately is the key to meet the challenge of the future and realize the competitive advantage.Firstly,this paper introduced the development status of JQ Company and the competitive strategy,and then pointed out the necessity and importance of the transformation of competitive strategy.Secondly,it used PEST analysis to analyze its external macro-environment,used five-force model to analyze its industrial competition environment,and clarified the internal environment of the company from the aspects of internal resources,capacity and value chain.It used IFE matrix and EFE matrix to objectively judge the advantages,disadvantages,opportunities and threats of the company,and combined SWOT analysis to propose the future overall development strategy-SO enhancement strategy,which was suitable for JQ company.Thirdly,on the basis of the previous analysis,the strategic objectives and plans of JQ were determined.Then the attractiveness of the three alternative matrices was analyzed and the strategic choices were made by using QSPM matrix,and the connotation and benefits of the differentiated competition strategy and the applicability of the alternative strategy were analyzed.The results showedthat the differentiated strategy would be the best choice for the future strategies and objectives of the company.Finally,the author put forward a series of strategies of differentiation,such as brand differentiation,service quality differentiation,platform data operation differentiation,marketing strategy differentiation,and gave the guarantee measures of implementing the strategy of differentiation competition from the aspects of organization,capital and human resources.The thesis held that:(1)The influence factors of internal and external environment of JQ company must play important guiding roles to JQ company in formulating competition strategy,and should be considered in formulating competition strategy.(2)SO growth strategy is a strategy suitable for the future development of the company,which provided the basis for the formulation of the strategic objective and plan of JQ Company,also the adjustment and selection of the competitive strategy.(3)The analysis of QSPM matrix showed that the differentiation strategy would be the best competitive strategy for facing the change of internal and external competition environment and the the realization of future development strategy.