Research On Operation Optimization Of Cross Border E-Commerce Business Of A Company Based On Amazon

In recent years,cross-border e-commerce has developed rapidly,It represents the new development trend of Global trade.With the feature of online border-less and relatively free global transactions,It provide opportunities for small and medium-sized enterprises to run cross-border trade through e-commerce platforms directly.Amazon platform,with the first comprehensive strength in the global e-commerce industry,has become the preferred platform for many small and medium-sized enterprise.The problem of cross-border e-commerce operation based on Amazon platform has attracted extensive attention of scholars and the industry at home and abroad,and some research results have been obtained.However,in the past few years,with the impact of the epidemic on the global economy and the continuous change of platform rules,the founders of small and medium-sized cross-border e-commerce enterprises have insufficient operation experience,lacking of management awareness and weak capital chain.Under these circumstances,there is still a lack of systematic and comprehensive analysis and feasible specific strategies on how to make profits by optimizing operation,It is worthy of take further study.Therefore,this paper selects Hubei A Company,which carries out cross-border e-commerce operation based on Amazon platform,as the research object to explore the optimization of the business operation.This article is divided into four parts: Firstly,it introduces the business background and business situation of company,analyzes the macro environment of cross-border e-commerce by using PEST analysis method,and analyzes the development advantages,disadvantages,opportunities and threats of company in the field of cross-border e-commerce by SWOT analysis method.Then it expounds the current situation and analysis the development problems of A company.At last put forward the specific optimization countermeasures which describe need to be solved based on the five aspects of product selection,supply chain,marketing,team construction and account security.Thirdly,it analyzes the core links of the current store operation,and finally obtains the results.It is considered that the optimization of cross-border e-commerce operation strategy needs to be carried out from the following aspects,including optimizing the selection approach,improving the inventory management level,enhancing the promotion inside and outside the station,paying attention to team construction and ensure account security.As a member of the countless of cross-border e-commerce,the problems faced by company A are generally encountered by small and medium-sized cross-border e-commerce enterprises.This article optimizes the company’s operation scheme through the problems encountered by company A in its operation work.At the same time,it also provides the guidance and practical suggestions for cross-border e-commerce of small and medium-sized enterprises to improve their competitiveness and achieve better development.