Research On Operation Optimization Of XCMG Machall Cross-border E-commerce Platform

With the gradual recognition of Chinese construction machinery products in the international market,more and more construction machinery enterprises are considering entering the international construction machinery market as one of the important topics for their strategic development.Thanks to the rapid development of internet technology and digital economy in China,the construction machinery industry in China has been paying attention to cross-border e-commerce platforms as a new form of international trade in the early stages,actively building a new ecosystem of brand crossborder e-commerce,collecting global supply and demand information through big data technology,expanding new channels for overseas marketing,and improving the global service system.With the impact of the external environment of the competitive market and the increasing pressure of peer competition,users’ expectations of the platform are becoming higher and higher,and the importance of optimizing platform operations is becoming increasingly apparent.This article takes the XCMG Machmall cross-border e-commerce platform as the research object.Firstly,it studies the works of domestic and foreign scholars in the field of cross-border ecommerce platform operation.Based on the theoretical analysis platform of enterprise strategic positioning,marketing strategies,and business models,this research approach has a certain degree of objectivity and practicality in case analysis.In order to provide a more comprehensive and indepth understanding of the platform,this article combines PEST analysis,Porter’s Five Forces model,and SWOT analysis to subdivide the competitive structure of the entire industry and the existing value capabilities of the platform.It conducts a more in-depth,systematic,and comprehensive analysis from the perspectives of competitive advantages,competitive disadvantages,external opportunities,and external threats.Through a comprehensive analysis of the Machmall platform,it was found that there are still three main issues in the operation of the platform.Firstly,the platform’s operating model is single,making it difficult to meet the diverse service requirements of different markets;Secondly,users are tired of homogeneous commercial service platforms,and the existing capabilities of the platform are difficult to create new economic growth points;Finally,the platform’s risk defense mechanism is weak.To address these issues.This article has drawn research conclusions and proposed suggestions for adjusting the marketing layout of the platform,innovating the marketing model of the platform,and improving the platform management system.This article is based on qualitative and quantitative analysis of data in the construction machinery industry,and comprehensively elaborates on the existing problems,root causes,and future development suggestions of the Machmall platform.It enriches the case analysis library of cross-border research on construction machinery and provides theoretical and practical guidance for other cross-border e-commerce platforms.It is of great significance for domestic and foreign scholars to study cross-border e-commerce operations in the construction machinery industry.