Study On Cross-border E-commerce Business Strategy Of Company C

Cross-border e-commerce is a new type of trade.Compared with traditional trade modes,logistics and information flow are more convenient,and it provides broader development space and market prospects,thus attracting many types of enterprises including traditional trade.The company C studied in this paper is a traditional foreign trade enterprise engaged in food importation.At the request of the head office,it conducts cross-border business and is currently facing the problem of adapting to the new market environment.This paper analyzes the business status and problems of enterprises and cross-border projects,analyzes the business environment and operational capabilities of enterprises,and formulates cross-border business strategies in response to the requirements of the head office to ensure the smooth implementation of the project and bring economic benefits for Company C.This thesis is based on the problems of the products and market in the initial stage of cross-border.According to the theory of business strategy management,firstly,through the PEST model,the business environment of Company C is analyzed.From the perspective of policy and technology,the opportunities for enterprise development can be seen.From the perspective of economic and social factors,it can be seen that the opportunities and challenges faced by enterprises coexist.Through the five-force model,the competitive environment of Company C is analyzed.Secondly,according to the resource-based theory,the advantages and disadvantages of the enterprise are analyzed.Then,through SWOT analysis and matrix matching,the SO strategy is selected.According to the SO strategy combined with the problems encountered by the enterprise,the B2 C product strategy,channel construction strategy,brand building strategy and O2 O model planning are proposed.In order to ensure the smooth implementation of the strategy,this paper has established a series of measures based on the internal resources of the enterprise.It is mainly achieved by improving the level of human resources management,strengthening cost control,strengthening information system construction,and building sales channels to ensure the sustainable development of Company C.