Recent few years, shopping through the Cross-border E-commerce platforms
has been so prevalent that they begin to play an important role in foreign
trade. This paper would take the E-commerce company named ABL1 as our
case, and analyse its macro-environment, the current situation and the development
bottleneck. Based upon the research, we conclude that the environmental
factor promoted the development of Cross-border E-commerce.
However, problems such as homogeneous operation pattern between platforms
and insufficient innovation exists. To survive from the severe competition,
ABL, the newly established company, has got to make the new strategic
planning and start the brand marketing.
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