Research On The Application Of Competitive Environment Analysis Method In Cross Border E-commerce In China

Under the condition of socialist market economy with Chinese characteristics,the enterprises should not only rely on the law of the market to survive in the production and management activities,but also need to make a correct judgment on the national economic policies.The macro environment of the enterprise and the industry environment of the enterprise have great influence on the survival and development of the enterprise.If we do not attach importance to it,it will bring the crisis to the survival and development of the enterprise.In the year of 2008 the outbreak of the financial crisis,the global economy has changed greatly,the international market environment gradually deteriorated,intensifying the contradiction between supply and demand,the demand is greatly reduced,the competition between the industry continues to be intense,at the same time because of labor costs and land costs continue to rise,the trade friction between countries to enter the high stage,the foreign trade situation is very complex,cross-border electronic commerce is in the complex under the background of rapid development.With the development of cross-border e-commerce in our country gradually mature and stable,cross-border e-commerce between each enterprise's competition gradually from the platform competition in the transition to the vertical segments of the competition,while China's maternal and child industry has up to 2trillion of the market space,which has become a key stage for field layout and number of cross-border e-commerce enterprises.Mother in the cross-border e-commerce industry in China at the present stage,although the large integrated e-commerce enterprises rely on the overall scale occupies most of the maternal and child market share,but still has many enterprise vertical e-commerce relies on the innovation mode of their own and the depth of integration of enterprise supply chain rapid development.In particular,China's e-commerce companies in foreign sales platform for the mother of the huge success of Zulily stimulation,market capital have entered the field of maternal subdivision.Since 2015,a number of e-commerce companies have access to a large platform for financing,industry entrepreneurial atmosphere.Domestic vertical e-commerce enterprises explored a lot of innovation in the flash purchase sale,cross-border transactions,although the overall volume,domestic vertical e-commerce enterprises are relatively large integrated e-commerce enterprise is small,but the growth rate is very fast,can not be underestimated.Based on investigation and analysis of cross-border e-commerce in China,this paper decides to adopt the competition environment analysis method of competitive environment of domestic cross-border e-commerce are analyzed,in order to improve the level of development of the domestic class mother cross-border e-commerce business.Based on the introduction of competitive intelligence and cross-border e-commerce in China,this paper analyzes the competitive environment of competitive intelligence.In this paper,the PEST macro environment analysis method and five forces model analysis method are adopted,and the five forces model is improved to better analyze the micro industry environment.At last,this paper selects a typical maternal and child cross border e-commerce enterprise as a case study.