Research On Newly-established Company's Development Strategy On Third Party Platform

In under the economic globalization background,the Chinese e-commerce companies exports the Chinese products through the way of e-commerce,such enterprises were called cross-border e-commerce.For most e-commerce company,it need to put in too much money and energy to run a private website,before this,it would be a perfect choice if we can sell product on famous third-party e-commerce platform like Amazon and eBay.In recent years,more and more Chinese sellers swarm into Amazon which lead to the products homogenization very serious and the price competition is increasingly drastic.In this environment,make a study of business model and strategy for cross-border e-commerce company would be significant.Research objective of this paper is a newly-established cross-border firm---HM company,the research aims to find a development strategy system for HM company,which makes HM company study growing to a company with core competence.At present,neither China nor overseas countries is easy to find the research on B2C e-commerce.This thesis emphasizes the study on business strategy of newly-established cross-border firm and this thesis have guiding significance for the business of varies newly-established cross-border firm.This thesis based on the theory of strategic management,using PEST model,Poter's five forces analysis and SWOT model to analyze the HM company's internal and external environment,to find the HM company's strengths and weaknesses,then we make strategy match based on EFE and IFE matrix which get the result of using growth-oriented strategy,at last,we ranks the subdivision strategy under the growth-oriented strategy by QSPM matrix analysis.This thesis established the corporate-lever strategy,the business lever strategy and the function lever strategy which should be adopted by HM company,and it states the requirements of organizational guarantees and human resources guarantees when implement those strategies.At last,we make expectation about the changes for the company when implement those strategies.