Research On Overseas Market Expand Strategy Of 3C Products From Cross-border E-commerce YKS Company

With the advancement of network technology,and the acceleration of global economic integration process,As a new type of trade model,cross-border e-commerce has broken through the limitations of time and space,attracting more and more SMEs to join.Compared with traditional international trade forms,cross-border e-commerce is more efficient,more convenient,safer,it also provided a broad developing space.YKS company catches the dividend of cross-border e-commerce development,Since 2010,it has developed from a weak merchant in Huaqiang Bei of Shenzhen to be a listed company.Although YKS has developed rapidly in these years,at the same time it also faces many problems.The most obvious point is that YKS’s sales and profit margins did not reach the expected plan in the past two years.In 2020,the company’s revenue was 4.749 billion yuan,an increase of approximately 20.16% year-on-year,with a total profit of 486 million yuan,a increase of about 31.90% year-on-year.In the first half of 2021,the company’s revenue was 1.177 billion yuan,declined approximately 50.27% year-on-year,and the profit even turned to be negative.At present,the international situation is changing all the times,in order to help YKS to optimize strategies of expanding overseas markets,We need to combine the company’s marketing status,analyze the company’s strengths and disadvantages and internal,external environments,adopt the correct strategies to solve the problems YKS meet,so that we can help improve the company’s core competitiveness.Based on cross-border e-commerce and marketing related theories,this thesis adopts 4ps marketing theory and SWOT analysis methods,researches YKS company in the theme of "Research On Overseas Market Expand Strategy Of 3C Products From Cross-border E-commerce YKS Company ".Firstly we introduce the basic situation of YKS company and show the data about the sales in recent years.Then explain the current situation related YKS’s overseas market expanding and introduce YKS company 4Ps in Product,Price,Place and Promotion.Then we analyze the opportunities and challenges,internal and external environment,advantages and disadvantages,to figure out the problems company meet.Based on the real situation of the company,we further analyze the causes of the problems.Before we come up with the strategies to improve sales and profit margin,we firstly introduce the theoretical framework about how we will improve,then analyze the possibility,at last we predict the effectiveness of optimization strategies.After we proposed the optimization strategies,this thesis offers five guarantees to support the strategies.At last we summarize and prospect.In details,the reasons for company’s sales and profit margins down are below,“Products homogenization phenomenon is serious”,“products overstock and bad stock management”,“brand not famous”,“poor after service ”,company should do data analysis and market surveys well to reduce the product homogenization and stock.Improve the company’s rules,motivate the workers to be more active and looking themselves as the leading characters in the company,in this way to provide institutional and personnel guarantee for the company’s operations.Take actions about the product,cost and difference from the view of company level,take actions about the brand,financial and human and related from the view of functional level.Come up with the optimization strategies and warranties,the details is below,“Improve market research accuracy and efficiency”,“improve the company system to improve customer service”,“product development of highlight market matching”,“promote independent Brand and enhance the core competitiveness of enterprises”,“broaden overseas market entry mode”,Warranties include: organization,institution,plan,technology,and funds in five aspects.By research On Overseas Market Expand Strategy Of 3C Products From Cross-border E-commerce YKS Company,we have provide the possible strategies for YKS to improve sales and profit margins,to help YKS company achieve a better performance in the fierce competition.