Research On The Growth Strategy Of A Start-up Cross-border E-commerce Company

In recent years,with the widespread adoption of internet technology and the deepening development of global trade,the cross-border e-commerce industry has flourished worldwide.China’s cross-border e-commerce sector has also achieved significant growth,giving rise to numerous outstanding cross-border e-commerce companies.However,since 2020,due to the global pandemic,trade protection,and other unfavorable factors,the cross-border e-commerce industry has gradually transitioned from a "blue ocean" stage characterized by development and expansion to a "red ocean" stage marked by intense internal competition.As a small cross-border e-commerce company that started its venture in the "red ocean"scenario,how Company A can survive and thrive in the fiercely competitive environment is the most pressing challenge it faces.This thesis takes Company A as a case study,introducing both the resource orchestration and lean startup theories into the field of cross-border e-commerce entrepreneurship research,extending the research scope of these two theories and bearing theoretical significance.Guided by these two theories and focusing on formulating corporate growth strategies,the paper attempts to explore practical approaches to help Company A survive and develop in the"red ocean" context.This study also holds reference value for numerous small and micro cross-border e-commerce startups facing similar situations as Company A.This thesis first discusses the current state of research on critical theories such as growth strategy,resource orchestration,and lean startup,analyzing the potential for their application in the cross-border e-commerce domain.Secondly,the paper employs a combination of literature research,interviews,and other research methods,utilizing various analytical tools to quantitatively analyze the internal and external environmental factors of Company A.Subsequently,based on the above foundation,the thesis formulates Company A’s growth strategy from the corporate to functional levels using the SWOT analysis method.Lastly,in response to the predicament of resource scarcity and insufficient capabilities identified in the previous analysis,the paper introduces resource orchestration theory and lean startup theory as guiding principles,devising specific and actionable implementation strategies to achieve the execution of the growth strategy.Simultaneously,the thesis develops safeguard measures covering organizational structure,compensation and benefits,risk management,and other aspects,ensuring the smooth implementation and attainment of strategic goals.Through the research and practical application of this thesis over time,it has been determined that formulating a corporate growth strategy can indeed play a vital role in breaking Company A’s current predicament and mitigating subsequent potential risks.Additionally,resource patchwork theory and lean startup theory have indeed helped Company A overcome the crises brought about by resource scarcity and insufficient capabilities.This study hopes to provide a feasible development model for numerous small and micro cross-border e-commerce enterprises struggling to find their path to survival and growth in the "red ocean" scenario.