Research On Business Model Optimization Of RT Company In Cross-Border E-Commerce Industry

With help of Internet Information Technology’s continuous development and innovation,the cross-border e-commerce industry has ushered in the opportunity of rapid developing.Under the Chinese government’s continuous promulgation of favorable policies and the industry authorities’ active promotion,cross-border e-commerce export,a "dark horse" in the foreign trade field,has become an important part of promoting the nation’s economic growth.As one of the first SMEs entered the cross-border e-commerce industry,RT has experienced the dividend period of the industry,however,with the fierce competition and the impact of the COVID-19 pandemic,many cross-border e-commerce companies are facing crisis of survival.How to get out of the development predicament and build a stable and sustainable business model is a problem that RT company urgently needs to solve at present.This thesis mainly used literature research method,and case analysis method to carry out relevant research on RT company’s business model.On the basis of expounding the relevant concepts,theoretical foundations and analytical tools of the business model,the thesis analyzed the current situation of RT company’s business model.Based on the iceberg theory of business model,it used the PEST tool to analyze the macro environment of RT company,the Five Forces Model to describe the industry environment,and from aspects of enterprise resources,capabilities and the core expertise,described the internal environment of the company,and also used the business model canvas tool to deconstruct and analyze the explicit knowledge of RT’s business model,pointed out the main problems in RT’s business model operation;in view of the problems existing in RT’s business model,it put forward the overall ideas and goals of business model optimization,and formulated corresponding optimization measures from three aspects of enterprise positioning,core expertise and important cooperation;in order to ensure the effective implementation of the optimization program,it put forward corresponding safeguard measures from the four aspects of leadership,organizational structure,incentive mechanism and corporate culture.It hopes that through its research of RT’s business model,the problems RT faces would be solved,its development status would be improved,and the stable development would come true eventually.Also hopes it could be a little bit beneficial and have some reference value to the development of SMEs in the cross-border e-commerce industry.