Research On The Cross-border E-Commerce Strategy Of HT Company

In recent years,China's cross-border e-commerce has developed rapidly.Compared with traditional trade,Cross-border e-commerce has the advantages of high efficiency and convenience,therefore,it has attracted many enterprises,especially production-oriented enterprises,to transform from traditional production-oriented or sales-oriented enterprises to cross-border e-commerce.The sharp increase in the number of cross-border e-commerce enterprises has intensified market competition,and the profit margin of enterprises has become smaller and smaller.HT is a production-oriented company specializing in hardware and wire mesh products.Since its establishment in 2007,the company has been fully committed to the developing of cross-border e-commerce business.In recent years,due to the influx of new competitors and some problems existing in the company itself,the company's business development has been affected.How to formulate a suitable cross-border e-commerce development strategy so as to respond to an unfavorable business environment and support the company's long-term development is an important issue HT faces.Through literature research,interviews and other research methods,this paper analyzes the process and current situation of HT's cross-border e-commerce business and the problems it encountered in development.On this basis,using PEST analysis,Porter's "five forces" model,SWTO analysis and other enterprise strategic management analysis tools,the external environment of HT,the five competitiveness that affects the company's profitability and the advantages and disadvantages of the company itself have been analyzed in detail and the corresponding strategy choices under different factor combinations are given.Then,following the general steps of enterprise development strategy making,the cross-border e-commerce strategy of HT is made from company level,business level and function level,and the safeguard measures for the implementation of the strategy is proposed.This paper finds that cross-border e-commerce is fully integrated with modern technology,optimizes the trade links,has higher efficiency and has great appeal to enterprises.China's cross-border e-commerce is developing steadily,and its proportion in import and export trade continues to increase.HT has good trading environment,low production cost,rich experience in production and cross-border e-commerce,diversified product structure and stable customer base.With the intensification of competition in the industry,HT Company has experienced problems such as decreased business volume and profits,increased production costs,and homogenization of products.In addition,the company is facing unfavorable factors such as industrial transformation pressure,trade policy changes,financial risks,etc.;a scientific development strategy is needed to deal with it.Based on the internal and external factors of the company,this study thinks that HT should adopt a maintenance strategy,find optimization space in terms of cost leadership and differentiation,increase the competitiveness of the company's products;improve marketing,human resources,financial control,production and research.In order to ensure the implementation of the strategy,HT should adopt measures such as improving organizational structure,attaching importance to the introduction and cultivation of talents,keeping up with technological progress,ensuring appropriate funds.