The Dynamic Impacting Study of Competitive Strategies to Import Retail E-Commerce Sellers

The Dynamic Impacting Study of Competitive Strategies to Import Retail E-Commerce Sellers

Xuanxuan Zhang (College of Economics and Business Administration, Chongqing University, Chongqing, China)
Copyright: © 2018 |Pages: 14
DOI: 10.4018/JECO.2018100104
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Abstract

The authors investigated several import retail e-commerce sellers through questionnaires and selected several types of variables based on Porter's competitive strategy theory. Then the authors used the panel data to empirically verify theoretical consumptions based on samples got by Python method from Jingdong Global Purchases and Tmall International, the top two e-commerce platforms in China. Results validated the three major competitive strategies that could enhance the competitive advantages to import retail e-commerce sellers. As it was not applied to all platforms and commodities, sellers should make different strategies through different platforms and commodities. This article has theoretical significance that filled in the gaps on import retail e-commerce sellers' competition. It also has certain practical significance by providing references for sellers on how to improve their competitive advantages, promote healthy competition and development of the import retail e-commerce, even to facilitate the structure adjustment of consumption and foreign trade in China.
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Literature Review

At present, there were few researches directly related to our article, the authors would summarize contributions into three aspects: research topics, research theories and research methods.

In terms of research topics, the previous researches to import retail mainly focused on macroscopic perspective. Saipe (2013) used cross-border e-commerce sellers in United States and Canada as research samples and found that cross-border and domestic logistics costs have a significant impact on their profits. At the same time, the free shipping mode can increase the volume of cross-border e-commerce transactions in US and Canada. Hsiao (2017) has found that a satisfactory CBLS3 provider could promote cross-border e-commerce transaction volume. Liu (2015) proposed certain research proposals on the development of cross-border e-commerce and promotion of trade cooperation relations based on relevant bilateral trade agreements between China and Russia.

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