Research On Optimization Of Value Chain Of RZ Cross-border E-commerce Company

With the integration of the global market and the development of the Internet and communication technology,the proportion of e-commerce trade activities dominated by cross-border e-commerce in global trade is increasing.Under the support and guidance of national policies,cross-border e-commerce enterprises have become a backbone of China’s foreign trade.Behind the rapid development,cross-border e-commerce is also facing severe challenges from external factors such as high international logistics costs,Sino US trade frictions,and internal factors such as product homogeneity and single sales channels,which have caused many cross-border e-commerce enterprises to lose profits or even lose money.Cross border e-commerce enterprises can only break through the tight encirclement by optimizing the value chain in an all-round way from the aspects of product category selection,marketing strategy,improving product services,and building their own brands.This study takes RZ Company,a medium-sized cross-border e-commerce enterprise,as the case study object.Based on the value chain theory and value chain analysis method,and from the perspective of vertical tracking,starting from the severe loss faced by RZ Company in 2021,this study analyzes the structure of the original value chain of RZ Company,existing problems,value chain optimization countermeasures and optimization steps.Finally,it takes part of 2022 business data to achieve the goal of turning losses into profits,The effectiveness of the value chain optimization of RZ Company is tested.The study found that the original internal value chain of RZ Company had problems such as unreasonable structure,serious constraints on the value contribution of each link of the value chain,which were mainly manifested in unclear product development and design positioning,complex product categories and lack of focus,inadequate procurement time and cost control,single sales channel,weak basic data that failed to drive management,and organizational structure that restricted the effectiveness of the value chain.In response to these problems,RZ Company has systematically reshaped and adjusted the organizational structure of the original value chain.First of all,in terms of organizational structure adjustment,with customer value as the guide and product value as the core,reorganize the main activities and reorganize the support activities to clarify the support and connection between various activities.Secondly,the data value is constructed from the database structure and data monitoring system.Next,focus on product value to promote product differentiation,develop distribution procurement and promote procurement diversification,and build a global marketing channel and after-sales service system.The optimization of internal value chain has enabled RZ Company to turn losses into profits and has a good profit outlook.This study provides a case reference for small and medium-sized e-commerce enterprises that account for the majority of cross-border e-commerce,starting from the optimization of the internal value chain and going out of business difficulties.