Research On The Transboundary Mechanism Of Retail E-commerce Enterprises In China

In the Internet era,facing with external dynamic changes and fiercely competitive in the market environment,companies are adopting the transboundary approach to adapt to the changing in the external market environment and better meet the market demand.Especially in the retail industry,facing with the trend of consumption upgrading and the meeting of diversified and personalized needs of consumers,the retail e-commerce companies always choose the transboundary approach,which has become the most prominent phenomenon in the daily business activities of in the retail industry.At present,there is relatively little research on the retail e-commerce enterprises' transboundary approach and specific mechanism.This paper takes this as a basis to conduct in-depth research on the transboundary mechanism of the retail e-commerce enterprises behind their transboundary phenomenons.This paper selects transboundary search,transboundary integration,and value creation as the three components of the transboundary mechanism of retail e-commerce enterprises.It is the basis for reviewing transboundary search,transboundary integration,value creation,analogy learning,and enterprise boundary-related research.It is not only considered that the transboundary search is the premise and basis of the cross-border operation of retail E-commerce enterprises in China,but also it is the specific behavioral performance of realizing the discovery of new industry opportunities.Transboundary integration is not only the specific behavior performance of retail e-commerce enterprises to realize the effective use of industry opportunities,but also the process of transboundary integration is accompanied by the expansion of the retail e-commerce capability boundary.Value creation as the goal of transboundary operation of retail e-commerce companies in China,and it finally accompanied by the expansion of the retail e-commerce scale boundary.On this basis,based on the three-stage model of the discovery-type opportunity development,retail e-commerce evaluates industry opportunities through analogy learning,which is considered as a link to establish the link between transboundarysearch and transboundary integration.Taking the change of enterprise capacity boundary to drive the change of enterprise scale boundary as the theoretical basis,taking the construction of value system as the intermediate medium to establish the internal relationship between transboundary integration and value creation,thus constructing the overall model of transboundary mechanism of China's retail e-commerce enterprises.Further,this paper analyzes the transboundary mechanism in the different strategic development stages of Suning and making the explaining of the transboundary mechanism of retail e-commerce enterprises represented by Suning more vivid and detailed in the actual case.Through the research,this paper finds that the three components of the transboundary mechanism of retail e-commerce enterprises in China play different roles in their transboundary management process.Transboundary search is the micro-behavior basis,and transboundary integration is the key link,which promote the realization of value creation goals.Through the overall model of transboundary mechanism is constructed,this paper divides the transboundary process of retail e-commerce enterprises into five stages: internal and external driving factors of transboundary search and transboundary search process,analogy learning,transboundary integration,value system construction and value creation.The five stages effectively reveal the transboundary process of the retail E-commerce enterprises in China.At the same time,this process is accompanied by the development of discovery opportunities and the co-evolution of enterprise boundaries in retail e-commerce enterprises.Therefore,through the research on the transboundary mechanism of retail E-commerce enterprises in China,it also has reference and guiding significance for the development of transboundary business activities of other enterprises.