Research On Profitability Improvement Strategy Of Cross-boeder E-commerce Enterprises

In 2013,President Xi Jinping proposed the development of “Silk Road Economic Zone” and “21st Century Maritime Silk Road” major strategy,which brought great opportunities for the development of cross-border electric business enterprises in China.With the continuous improvement of China's cross-border e-commerce related policies,China's cross-border e-commerce has developed rapidly.The profitability of the business has been the concern of scholars at home and abroad,but the research for the profitability of cross-border e-commerce enterprises are relatively rare,and more studies based on the analysis of the theory of the profit model,the various factors failed to effectively reveal the mechanism of impact on the profitability of cross-border e-commerce enterprises,and lack of objective empirical analysis.Therefore,it is very necessary to explore the strategy of improving the profitability of cross-border e-commerce enterprises through empirical analysis.The comprehensive use of literature analysis,normative analysis,qualitative analysis and quantitative analysis and empirical analysis,systematically analyzes the influencing factors on the profitability of the enterprise,constructs the theory frame of profitability improvement strategy research of cross-border e-commerce business.Firstly,through literature review,this paper analyzes the theoretical basis of cross-border e-commerce enterprises profitability,the concept,characteristics and operation mode of cross-border e-commerce enterprises,and then analyzes the status and problems of cross-border e-commerce enterprises profitability.Secondly,it constructs the evaluation index system of the profitability of cross-border e-commerce enterprises,and uses qualitative analysis to find out the evaluation factors of the profitability of cross-border e-commerce enterprises.Thirdly,the paper uses principal component analysis and factor analysis to measure the profitability of cross-border e-commerce enterprises,and makes an empirical analysis of cross-border e-commerce sample companies and information service cross-border e-commerce enterprises by multiple regression analysis.Finally,according to the conclusion of factor analysis and panel regression,the paper puts forward some suggestions on how to enhance the profitability of cross-border electric business enterprises from the aspects of the competitiveness of cross-border electrician enterprises,their own financial management ability,the overall logistics operation system and the credit system.The results show that for the cross-border e-commerce enterprises,the net profit margin and operating cash flow ratio have a significant positive impact on the profitability of the enterprise,and the asset-liability ratio and the cost-of-sales ratio have a significant negative impact on the profitability of the enterprise.Market share Rate and firm size have no significant profitability to the enterprise,however,the market share of cross-border e-commerce enterprises with information service mode significantly affects the profitability of the firm.At the same time,some countermeasures and suggestions are put forward to enhance the profitability of cross-border e-commerce enterprises and provide some reference for improving the profitability of cross-border e-commerce enterprises.