Research On Value Chain Integration Development Strategy Of Molun Company

In the past 40 years after the reform and opening up,China’s manufacturing industry has developed rapidly,ranking the first in the world in terms of scale of development,and has become a complete system with a complete industrial chain and strong independence.Since the beginning of2020,the new champions impact outbreak first focus on the key links in the global value chain in China,affected by the epidemic in the first quarter economic periodic lockout,causing the deficiency of the "China supply",many Chinese exports as intermediates of national productivity losses speaks volumes about China’s pivotal position in the global value chain.With the rapid development of economy and the strengthening of electronic information technology,more and more foreign trade enterprises are changing to the development mode of electronic commerce to adapt to the fierce competitive environment.The basic support points of e-commerce are electronic information technology and computer network.E-commerce mode promotes the process of market integration,opens a new way for the development of international trade,and changes the original international trade process and cost structure.In recent years,despite the sluggish world economy and sluggish global market demand,the growth rate of China’s import and export trade has gradually slowed down,including negative growth in 2015 and 2016.However,during this period,cross-border e-commerce has developed strongly and the total amount of transactions has been rising continuously.For such small and medium-sized traditional foreign trade enterprises as Molun company,such a big environment and trend have two sides.In the long run,a single supply-demand relationship is not enough to strengthen the stickiness with customers,high substitutability,and unable to allocate resources between countries to reduce costs and increase risk resistance.At the same time,the e-commerce of sales channels is an inevitable trend,and the development of cross-border e-commerce will inevitably devour the living space of traditional export enterprises.Therefore,it is an inevitable choice for small and medium-sized foreign trade enterprises to actively seize the opportunity to transform in time and expand the online and offline value chain in combination with the development of e-commerce.This paper mainly uses case analysis,comparative analysis and interview as research methods.Taking Molun company as an example,a new value chain model is designed by analyzing its business situation,challenges and opportunities,internal and external environment.The feasibility and shortcomings of the new value chain are discussed,and its future operation and prospect are also prospected.Due to the lack of the corresponding data analysis model and operation results,the research in this paper lacks the corresponding evaluation index system in the effective strategy analysis,and it is difficult to quantify the feasibility of the new strategy.However,in the past,the research objects of foreign trade enterprises were mostly one industry or relatively large enterprises,so the case of this paper is a small company in a specific field that is rarely concerned by the public,so it has certain research and reference value for solving the problems of similar enterprises.