The Research Of Y Company B2C Platform Business Development Strategy

Cross-border e-commerce is a new international trade to import and export which usingonline internet network and digital information.With the economic and political changes in the global environment especially the international financial crisis in 2008,the global market demand has been shrinked.However,the cross-border e-commerce broke through a new development represented by the small cross-border transactions.Cross-border e-commerce has become an effective way for Chinese brands to expand oversea's marketing channels,enhance their international image and strengthen their core competitiveness.It has sprung up globally and changed the traditional way of operating foreign trade enterprises.It has also profoundly affected China's foreign trade industry chain layout.Global e-commerce is headed by two giants,Amazon and Alibaba,and Chinese cross-border e-commerce companise are facing the chanllenge fo the lack of industry development norms,blurred market positioning,weak integrated service capabilities,and low systematic planning and construction of the platform.The companies should intensify to solve the issues of property rights,customs clearance,payment,reputation,logistics and policies,and establish the development path of brand development,supply chain management and control and service improvement.Y Company is specializing in cross-border e-commerce business,its electronic product B2 C platform is dedicated to provide Chinese cost-effective electronic products and services to online customers in more than 200 countries around the world.This paper combines strategic management theory research with the B2 C platform's current situation,through the internal and external environmental analysis and SWOT analysis,to help Y company's electronic product B2 C platform form the strategic choice-development strategy,that is,to fully utilize the platform's existing online traffic,customeers and the existing global market penetration,with the online marketing channels and differentiated products,brands and offline activities to build the global localization service via integrating the original market,products,marketing channels,customer service,logistics services,platform operations together.Basing on the differentiated business strategy,the platform provides value-added services to customers.This paper analyzes the advantages,disadvantages,opportunities and threats of Y company's electronic products B2 C platform,and draws strategic choices as a developmentstrategy.Meanwhile,it points out that B2 C platform should solve the problem of indefinite strategic goals,product homogenization,slow market response and low per capita efficiency soon as possible.In terms of the cross-border e-commerce industry development,this paper focuses on the advantages and disadvantages of the platform itself,to select and formulate strategic goals for Y company's electronic product B2 C platform.I wish the research process,methods and conclusions of this paper has certain reference significance to the local cross-border e-commerce company development strategy in China.