Study On The Development Strategy Of W Cross-border E-Commerce Enterprise

With the development of the Internet and global economic integration,cross-border ecommerce attracts more and more traditional enterprises to join the cross-border e-commerce with its advantages of low cost,wide channels and flexible transactions.Cross-border e-commerce brings opportunities for domestic small and medium-sized enterprises to sell their cross-border products.However,in the context of globalization,it is one of the key problems that must be solved for small and medium-size enterprise in China to effectively participate in the competition through cross-border e-commerce according to their own characteristics.Based on the theory of strategic management,this thesis discusses the strategic problems of cross-border e-commerce business of enterprises in combination with the actual enterprises,so as to facilitate the transformation and upgrading of traditional trading enterprises.First of all,the thesis defines the meanings of cross-border e-commerce,and discusses the characteristics and classification of cross-border e-commerce analysis compares the cross-border ecommerce and the difference between the domestic e-commerce.On this basis,the thesis introduced the development situation of W cross-border e-commerce enterprise,analyzed the problems in the process of development.Secondly,with the help of PEST model of strategic research,Porter’s Five Forces model,SWOT model,the external macro environment and industrial competition environment of W cross-border e-commerce enterprise are analyzed,and the opportunities and challenges faced by W cross-border e-commerce enterprise in development as well as its own advantages and disadvantages are identified.Then the thesis based on the SWOT analysis,the growth strategy of W cross-border e-commerce enterprise is cleared,the development of electronic commerce strategy-the corresponding competition strategy is discussed,and the functions of enterprise layer,business layer and layer of strategy implementation is discussed,further defined the enterprise from several aspects,such as organization,technology and management analysis of the reform of the enterprise needs to make,which guarantees strategy fall to the ground.Through the study of this thesis,it not only enables W cross-border e-commerce enterprise to define its development strategy,improve its performance and maintain its sustainable development;but also provides reference for the strategic planning and operation of other similar small and medium-sized cross-border e-commerce enterprises,reduces the trial-and-error cost of enterprises,facilitates the cross-border e-commerce exploration of small and medium-sized foreign trade enterprises,and complies with the requirements of national traditional enterprise innovation and transformation.