Research On The Competitive Strategy Of Cross-border E-commerce Logistics Business Of YY Company

China’s cross-border e-commerce has grew rapidly since 2013.The outbreak of COVID-19 in 2020 once again pushed China’s cross-border e-commerce industry to a new wave of development.At the same time,the "Belt and Road" initiative and the construction of Yunnan radiation center for South and Southeast Asia were implemented in Yunnan.If the cross-border e-commerce logistics enterprises located in Yunnan can seize the opportunity of the time,bring into play their own resources and Yunnan’s regional advantages,keep up with the pace of international trade development,they can also expand and strengthen the cross-border e-commerce logistics business,and achieve leap-forward development.As a large central state-owned enterprise in our country that legally carries out cross-border delivery services,YY Company has been the leader in the cross-border e-commerce logistics market in Yunnan for a long time.In recent years,with the vigorous development of cross-border e-commerce business,more and more logistics service providers enter the service market of cross-border e-commerce logistics,and the competition is becoming more and more fierce.Finding its own position and determining the scientific and feasible competition strategy is the key way for YY company to break through the current market competition and realize the leap-forward development of cross-border e-commerce logistics business.In order to seek a competitive strategy suitable for the development of YY’s cross-border e-commerce logistics business,this paper comprehensively analyzes the internal and external environment,advantages,disadvantages,opportunities and threats based on PEST analysis method,Porter’s Five-force Model analysis method together with SWOT analysis method.On this basis,the feasibility of YY’s cross-border e-commerce logistics business competition strategy is analyzed.Then the centralized and differentiated competition strategy is determined,and the operation structure of the "two centers" is supposed to be implemented.Through product differentiation,service differentiation together with marketing differentiation,a new cross-border e-commerce logistics business operation and marketing model will be constructed.To help implement the centralized and differentiated competition strategy,this paper proposes the following measures: speed up port construction,establish “1 + 3 + N” postal international radiation center;actively “go out”,Internally introduce and externally connect to expand international business;extend technical service and improve product quality;optimize talent team and improve professional quality;strengthen resource allocation to help cross-border e-commerce development.In this way,we can help YY company achieve differentiated breakthrough and leapfrog development when the market competition is so fierce.