The Study Of Problems And Countermeasures For Middle And Small-sized Enterprises Developing Cross-border Electronic Commerce

As the popularization and development of internet+,the economic globalization has been big trend.In the traditional international trade of the more the small and medium enterprises,the competitive pressure is more and more large and the cost is much larger.Recently,the international economic environment is not very good and America's recovery has been slow and the affected by the European debt crisis,that stops the traditional international trade of our most small and medium enterprises.In addition,Supported by the policy and the “ One Belt and One Road” strategy,the industry development environment has been improved continuously.In 2018,the cross-border e-commerce has been remarkable achievements in China.On the cross-border e-commerce platform,the small and medium enterprises can get the chance of the fair competition at the same with the large enterprises.It can get the bigger market share through the exploring the international market.And via cross-border e-commerce trade,it can short the transaction process of the small and medium enterprises and the deal approach.That can reduce the cost of labor and time.There is plenty of policy bonus of cross-border e-commerce,but there is still problems and bottleneck during the developing of small and medium enterprises.This will analyse the problems in the developing cross-border e-commerce of small and medium enterprises that will take LINGWEI ELECTRON CO.,LIMITED as case and will provide according suggestion.Firstly,this thesis points out that the development of cross-border e-commerce is a historical tr end and the opportunities and challenges for small and medium-sized enterprises(SMEs)to develop cross-border e-commerce.Secondly,through the PEST analysis of cross-bo rder e-commerce for small and medium-sized enterprises,from the four levels of politics,eco nomy,society and technology,it is very necessary and feasible for SMEs to develop cross-bor der e-commerce.Through the theoretical analysis of Porter's Five Forces Model,the competiti on in cross-border e-commerce industry is also very fierce.In the Internet era,the distance bet ween the world is shortened,the threshold is low,and in the dividend era,more and more newentrants are coming.The negotiation ability of buyers and suppliers is improved accordingly.Alternatives can be searched through the Internet,and there are many kinds of alternatives,so the pressure of competition can not be underestimated.Finally,through the SWOT analysis of LINGWEI company,and through the questionnaire survey and interviews with key people of LINGWEI company to analyze the problem,there are major problems encountered in the development of cross-border e-commerce concluded as follows: the products of LINGWEI company are seriously homogenized with those of enterprises in the same industry;the talents of cross-border e-commerce are not professional enough but LINGWEI company lacks of systematic human resource strategy;without independent brand,LINGWEI company lacks brand strategy seriously,they are the main problems of small and medium-sized enterprises facing currently.In view of these problems,put forward the corresponding strategic guiding countermeasures:highlight company's product characteristics,take the product differentiation strategy;to implement a systematic human resource strategy and strive to improve the professional level of the cross-border e-commerce personnel of LINGWEI company;set up the brand awareness,to create the company's own brand.The proposal of product differentiation strategy,human resource strategy and independent brand strategy is more conducive to solving the three major problems of LINGWEI company in the current development of cross-border e-commerce,so that it can better carry out cross-border e-commerce and avoid detours in the new field of cross-border e-commerce.