Research On Development Strategy Of Cross-Border Trade E-Commerce In Zhengzhou City

China is a big country in electronic commerce and network consumption. With the rapid development of economy and the improvement of people’s living standards, the online shoppingdemand for foreign goods continued to grow. At the same time, in order to expand the market and reduce marketing costs,a lot of micro, small and medium enterprises in China need to export their products all over the world through the electronic commerce mode. Due to cross-border trade e-commerce involving issues such as customs clearance, tax refund, exchange settlement, it brings a series of obstacles for cross-border trade electronic commerce. At present, China has no legal way to engage in cross-border trade e-commerce transactions, basically all use water guest, gray customs clearance and so on. In2012, ZhengZhoucity was identified as cross-border trade e-commerce pilot in China.Under this background, ZhengZhou city began to construct and implement positivelycross-border trade e-commerce.This paper mainly studies on the development strategyof cross-border trade e-commerce in ZhengZhou city.This paper first analyzes the advantage and strategic opportunity of ZhengZhou, Such as traffic advantages、the modern logistics base conditions. Because of the weak export-oriented economy development, the comprehensive strength of Electronic commerce and hub status to be improved of Zhengzhou airport,developing the cross-border trade e-commerce of ZhengZhou city will bring a significant impact of industrial optimization and social development. Because cross-border trade of electronic commerce in China is just at the pilot stage, the connotation of the cross-border trade e-commerce, development model, the business process, the policy and so on need to constant exploration and innovation. So, this paper expounds the development model of cross-border trade e-commerce andanalysis the problems of cross-border trade e-commerce. This paper points out that cross-border trade e-commerce need the policy breakthrough incustoms clearance,tax reimbursement, foreign exchange settlement and so on, the construction of electronic port and ecological supply chain system need to focus on breakthrough. It also discusses the overall development model, business model and business process of ZhengZhoucross-border trade e-commerce.This paper formulated the strategy system of ZhengZhou cross-border trade electronic commerceand puts forward the strategic positioning.Itis pointed out that strategic core lies in the construction of cross-border trade of e-commerce system, breakthrough at key points and essential factors and the rapid speed of development. The strategic path can be described by "orientating one direction (the realization of the strategic positioning), facing two markets (domestic, international), realizing three breakthroughs (policy, clearance,ecology of supply chain), arousing four kinds of force (government, market, enterprise, coordination), establishing five platforms (information, in bond, logistics, comprehensive service, infrastructure) and holding six leading (mode, technology, service, strategy, market, quality)".This articleput forward the development target of Zhengzhou city’s cross-border trade e-commerce and the strategic deployment to achieve the goal. At the end of this paper,it proposes the guarantee measures in organization, policy, market,talents.