On The Operation Fund Management Of Cross-border E-commerce From The Perspective Of Channels

The main transaction process of e-commerce is completed online.Compared with the general enterprises,it has the characteristics of flexible business premises and networked payment methods.Among them,cross-border e-commerce is a form of e-commerce that has developed rapidly in recent years,through Internet technology.Building a free and open Pratt & Whitney trade platform to connect merchants and consumers around the world is expected to become one of the most important business models in the future.In the cross-border e-commerce field,the B2 C model is in the era of mobile Internet.Its unique advantages have been welcomed by the majority of online consumers,and it has become a force to be reckoned with in this field.Working capital is the “flowing blood” to ensure the normal operation of enterprises.Improving the management level of working capital can effectively enhance the market competitiveness of enterprises.Due to the industry characteristics of rapid capital turnover,e-commerce companies have higher requirements for the management of working capital,while cross-border e-commerce involves more complicated and complicated trading links and methods.Especially in the B2 C mode of cross-border e-commerce,the brand side directly connects with a large number of C-end consumers,the rapid turnover of funds is more important for enterprises,and the requirements for working capital management level are higher.Therefore,this paper hopes to study the working capital management in cross-border e-commerce in China's B2 C model,to understand the current management level,to find out the problems,and try to make targeted improvements.Latest theoretical and practical findings in working capital management shows that the traditional working capital management mode based on factor classification focuses on a single management element and cannot cover all the business processes of an enterprise,but the new channel perspective of Supply Chain Management and Customer Relationship Management is integrated into the working capital management theory can guide the management of B2 C cross-border e-commerce working capital better.Therefore,this paper hopes to study and analyze the cross-border e-commerce of B2 C mode from the perspective of working capital management theory based on channels,find strategies to improve the current situation of working capital management from multiple channels,and provide some references for the improvement of working capital management efficiency of the whole industry.This paper adopts the research method of case analysis,selects Shenzhen ZB company,which is in a relatively leading position in the industry,as a case company,and conducts research and analysis on its working capital management based on channel perspective.Since the enterprise does not involve production,the research focus of this paper is procurement and the working capital management of marketing channels,doesn't involve the management of working capital in production channels.From the perspective of the management model and working capital turnover period adopted by enterprises in the procurement channel,there is a situation of excessive occupation of supplier funds,and it is not effective to establish a true strategic partnership with suppliers.From the perspective of marketing channels,ZB's inventory accounts for almost all of the channel's working capital.Therefore,it is necessary to strengthen the management of inventory,and the development of offline business has also led to the extension of the accounts receivable period.Based on the above analysis results,in the optimization of procurement channel working capital management,this paper believes that ZB should establish a true strategic partnership with suppliers based on supply chain management,and improve the accurate communication with suppliers through big data means.Co-development with suppliers to improve the efficiency of procurement channel working capital management.For the optimization of marketing channels,we first start from optimizing customer relationship management,and achieve the common improvement of enterprise value and customer value by satisfying the diversified needs of customers.Secondly,we strengthen the management of inventory through precise procurement and optimized inventory;then,through the expansion of new markets,optimization of online and offline layout and other measures to expand the sales channels of goods,at the same time,by adhering to the strategy of own brand,following the " The Belt and Road" strategy to expand the national market along the line and other measures to avoid the impact of Sino-US trade war,and ultimately provide more adequate enterprises working capital;since almost all of ZB's sales are from overseas,exchange rate fluctuations can easily cause exchange losses.Therefore,at the end of this paper,the exchange rate issue is analyzed,and measures such as constructing a foreign exchange risk management system and rationally planning the use of overseas warehouses are proposed to prevent abnormal losses of working capital.