Research on Strategic Choice of Cross-Border E-Commerce Enterprises

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Project Title: Research on Strategic Choice of Cross-Border E-Commerce Enterprises
Author: Mr. Lin Jinbo
Advisor: Dr. Zhang Li
Degree: Master of Business Administration (International Program)
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2021
The EUrASEANs: journal on global socio-economic dynamics, issue 6(37), 2022


Lin Jinbo. (2021). Research on strategic choice of cross-border E-Commerce enterprises. (Master Independent Study). Bangkok: Siam University.


In Over the years, the advanced momentum of China’s cross-border E-commerce has been very high. With the continuous development and progress of computer and network technologies and breakthroughs in cloud services and big data, cross-border E-commerce has achieved a leapfrog from the traditional B2B mode to the current B2C 3.0 stage. According to customs statistics, China’s total cross-border E-commerce retail imports and exports reached 134.7 billion yuan in 2018, consistently up 50 percent every year. E-commerce is a new industry, and the overall level of cost management is not high at this stage. With increasingly fierce competition in the E-commerce sector, cross-border E-commerce enterprises face the dual dilemma of insufficient motivation and great resistance. In order to encourage cross-border E-commerce enterprises to break through, it is necessary to introduce strategic cost management.

This study used Zhuhai Easy-maker Times E-commerce Co., Ltd. as the research object, summarized the theories and tools related to their enterprise development strategy, and clarified this topic’s current research status and shortcomings. The research investigated and analyzed Zhuhai Easy-maker Times’s industry and internal and external environment. The strategies selected meet cross-border E-commerce enterprises’ development needs and characteristics and put forward corresponding safeguard measures. The process included: 1) analyzing the background and significance of this study, summarizing relevant domestic and foreign research literature, and clarifying the main content and methods of the study; 2) summarizing and analyzing related concepts and theories of application, laying a theoretical foundation for the development of the study; 4) The use of Zhuhai Easy-maker Times as an example to analyze the cross-border E-commerce enterprise development environment, mainly through Porter’s Five Forces to analyze the industry competition environment, through the PEST analysis method to study the external macro environment. The SWOT analysis method was used to research the company’s internal environment. The enterprise’s external environment and internal resources were established to clarify the actual situation faced by cross-border E-commerce enterprises. The strategy selection of cross-border E-commerce enterprises followed; and 5) the strategic objectives and principles were selected based on the actual situation of enterprises, including cost leadership strategy, horizontal integration strategy, and relevant functional strategy. The strategy implementation guarantee measures were proposed.

The research on the development strategies of cross-border E-commerce enterprises in this paper can enrich current theoretical research and provide theoretical references for future research. In a practical sense, China finds it very important to develop cross-border E-commerce. The opportunity period for developing the cross-border E-commerce industry is present, and how to vigorously promote the development of cross-border E-commerce and expand cross-border E-commerce strategy has become a complex problem for researchers. Zhuhai Easy-maker’s cross-border E-commerce’s existing development was used as a starting point to diagnose and analyze its current internal and external environment and industry characteristics, combined with the actual situation of the enterprise itself. The study put forward a new design scheme for its development strategy. It also could be used for the small and medium-sized domestic relevant cross-border E-commerce companies to seek a competitive advantage, improve competitiveness and profitability of enterprises, and provide a firm reference.

Keywords: Cross-Border e-Commerce; Enterprise Strategy, Strategic Analysis, Safeguard Measures.

Research on Strategic Choice of Cross-Border E-Commerce Enterprises

Master of Business Administration (International Program), Siam University, Bangkok, Thailand


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