Research On Export Selection Strategy Of Company A Based On Amazon Platform

With the widespread popularization and rapid development of information technology,the development of cross-border e-commerce has also become very rapid,becoming a new growth point for China's import and export trade.On the one hand,the foreign trade market is seeking a breakthrough in development,traditional foreign trade is gradually transforming into cross-border e-commerce trade,on the other hand,the domestic e-commerce market is gradually stabilizing,and the cross-border e-commerce platforms of major third parties are increasingly rising and developing into bigger market.With the rapid development of cross-border e-commerce,various problems have emerged in an endless stream.It is extremely urgent to study the important influencing factors of cross-border e-commerce development.At present,the influencing factors of cross-border e-commerce development have gradually become one of the hot spots of scholars at home and abroad.Through different angle of analysis,combined with the expertise of multiple disciplines or the use of various model methods,it is widely used in the research and analysis of the influencing factors of cross-border e-commerce development.Cross-border e-commerce is gradually becoming a key area of concern for foreign trade enterprises and e-commerce platforms.Cross-border e-commerce practitioners are gradually adapting to the requirements of third-party platforms and market demand.In this transformation process,the basis of trade depends on the positioning of products is particularly important.This paper first describes the background and significance of this topic,and lists the current status of the research and the content and framework of the research.Summarize the relevant theories of cross-border e-commerce,mainly on the concept and classification of cross-border e-commerce,with the development and status of cross-border e-commerce,export and traditional export foreign trade enterprises,highlighting the development of B2 C cross-border retail electricity opportunities for business exports.Secondly,the SME A company's refined product selection and positioning strategy is used as the research content to analyze the internal and external factors of B2 C cross-border retail e-commerce selection.Taking the Amazon platform which is currently developing and transforming at a high speedas an example,this paper analyzes the current situation of Amazon platform and A company's export selection,analyzes the competitive environment of Amazon's export and then analyzes the problems and strategic basis of A company's selection through SWOT matrix.Finally,further analyze the objectives and scope of the company's selection strategy,focus on the specific strategies for the implementation of the selection,and redefine the selection method through the combination of advantages and disadvantages and the combination of opportunities and threats,and the four combination strategies.Different action plans are derived such as STP analysis for market segmentation,selection of target markets and product positioning;product differentiation to develop surrounding blue ocean markets and the use of product portfolio features to improve profit and other specific implementation strategies and methods,and finally A Evaluation of the implementation effect of the company's procurement options.The selection provides a new way for the export of SMEs in China for the healthy and sustainable development of cross-border retail e-commerce.The research in this paper can provide theoretical and practical reference for entrepreneurs and practitioners who are about to invest in cross-border e-commerce,avoid or reduce problems that may arise,and play a positive role in promoting the actual cross-border e-commerce trade.