Research On Cross-border E-commerce Development Of Small And Micro Foreign Trade Enterprises In China

Under the background of information age,the wide application of Internet technology,big data and cloud computing has promoted the development of new cross-border e-commerce model.As a new form of foreign trade development,this model makes foreign trade business process concise,cost intensive,marketing precise and comprehensive services convenient.It has become a good assistant for foreign trade enterprises to expand their business.Various ministries and commissions of the country have promulgated preferential policies to encourage and guide the development of cross-border e-commerce.However,at present,the development of small and micro foreign trade enterprises is affected by the domestic and foreign economic environment.They are facing serious trade friction,uncertain foreign trade demand,and difficult to obtain new orders.With the rising cost of production factors,foreign trade enterprises lose their traditional advantages,reduce profits and face survival difficulties.At present,small and micro foreign trade enterprises are influenced by the traditional trade mode thinking.They have such problems as insufficient understanding of external market information,insufficient ability to expand external market,lack of attention to foreign market research,unreasonable product structure,low added value of products and insufficient brand awareness.To solve the problems of small and micro foreign trade enterprises,cross-border e-commerce platform can be used.Specifically,the use of cross-border e-commerce can save transaction costs,simplify transaction processes,achieve accurate marketing,maximize customer demand,and creatively lead customers' consumption trends;cross-border e-commerce platform provides comprehensive services such as finance,customs clearance,logistics,tax rebate,foreign exchange,etc.,to provide convenient and fast services for small and micro enterprises,subverting the tradition of the industrialized era.Trade mode,the inconvenience caused by information asymmetry,the pressure of transaction cost and operation cost brought by intermediate process.Therefore,the use of cross-border e-commerce model to promote the development of small and micro foreign trade enterprises is of great significance.The purpose of this study is to use cross-border e-commerce model to better promote the development of China's small and micro foreign trade enterprises,and put forward their own ideas and suggestions.Specifically,this paper first explains the concept of cross-border e-commerce,the links involved in the transaction,and analyses the differences between cross-border e-commerce and traditional trade in the transaction process.It takes transaction cost theory and new product development theory,international competitive strategy theory and precision marketing theory as the theoretical support for the study of cross-border e-commerce.Cross-border e-commerce is applied to understand the opportunities it faces from the perspective of policy environment,and two examples are cited as evidence of Global Market Group and Babyonlinedress.Small and micro foreign trade enterprises choose suitable cross-border e-commerce platforms,such as third-party cross-border e-commerce platforms,according to their own reality;through online localization operation,online and offline integration and development,improve the international competitiveness of small and micro foreign trade enterprises.Combined with the practice experience of Hisense international marketing and referring to relevant literature theory,some suggestions are put forward,including two aspects: on the one hand,small and micro foreign trade enterprises adjust their product structure rationally,cultivate their own brands,promote the modernization of management,adjust the organizational structure and innovate business models,reduce costs through technological transformation,seize the opportunity of "one belt and one road" initiative,and actively integrate the whole world.On the other hand,the government has increased its support and introduced talents from outside to solve the problem of cross-border e-commerce talent structure;the government has actively promoted policy improvement,established laws and regulations to adapt to the development of cross-border e-commerce,and provided legal protection for the development of small and micro foreign trade enterprises.