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has been cited by the following article:

• TITLE: The Current Situation and Measures of Cross-Border E-Commerce in Cosmetics Industry: Case Study of Company ABL

  AUTHORS: Youxie Chen, Maner Wang, Yuang Xu

  KEYWORDS: Cross-Border E-Commerce, Foreign Trade, Network Economy, Brand Marketing

  JOURNAL NAME: Open Journal of Business and Management, Vol.6 No.2, April 16, 2018

  ABSTRACT: 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.