Research On The Development Strategy Of H Cross-border E-commerce Company In The Post-epidemic Er

In recent years,with the development of China’s economy,China’s cross-border ecommerce export industry has developed rapidly.At the beginning of 2020,the COVID-19 outbreak suddenly broke out in China,which hindered the development of China’s small and medium-sized cross-border e-commerce export enterprises.Since then,the epidemic has spread all over the world,causing huge losses to the global economy.Thanks to the joint efforts of the Chinese government and people,our country took the lead in emerging from the epidemic,and our country officially entered the post-epidemic era.However,other countries and regions still suffer from the troubles caused by the epidemic.In such an era background,this paper takes H Cross-border E-commerce Company as an example,based on relevant theories of strategic management,and centering on the theme of development strategy research,discusses the development status and existing problems of H Cross-border E-commerce Company affected by the epidemic.Using the analytical methods of strategic management as research tools,including PEST model,five forces model model and SWOT model,this paper focuses on the internal and external business environment,advantages and disadvantages,opportunities and threats faced by H company.Through the research,it is found that there are several problems in the development process of H cross-border e-commerce company under the epidemic situation in COVID-19,including: there is no clear strategic planning guidance,the company’s profit is declining year by year due to the serious homogenization of commodities,the short board of supply chain appears under the epidemic situation,the bottleneck of brand building,the imperfect human resource management system and so on.At the same time,although the market competition environment is fierce and the international trade situation is grim,H Company is still in a favorable development environment,including favorable policies issued by the government,opportunities brought by emerging markets,progress of Internet technology,changes of consumption habits of foreign consumers,development of social e-commerce platform and rise of independent station operation mode,etc.Therefore,H Company still has many development opportunities.Finally,through SWOT model analysis,it matches the growth strategy for H Company,including market development and product development;Adopt cost-leading strategy at the business level;At the functional level,the corresponding strategies are put forward from the aspects of marketing,branding,financial management and human resources.It provides safeguard measures for the smooth implementation of the company’s development strategy from the aspects of adjusting the organizational structure,strengthening attracting and employing people,and capital,technology and supply chain.