Chulalongkorn University Theses and Dissertations (Chula ETD)

Other Title (Parallel Title in Other Language of ETD)

การวิจัยเกี่ยวกับกลยุทธ์การพัฒนาอีคอมเมิร์ซข้ามพรมแดนของ Netease Kaola Overseas shopping ในประเทศจีน

Year (A.D.)


Document Type

Independent Study

First Advisor

Panutat Satchachai


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




In the rapid growth of cross-border e-commerce, China Kaola Overseas Shopping Platform adopts the developed model of "foreign warehouse + domestic bonded warehouse", which has become an important part of the current cross-border e-commerce field in China. However, it still suffers from poor after-sales service, uninsured processes and poor consumer perception during delivery. This paper takes China's Kaola Overseas Shopping Platform as the research object, comparing to other similar platforms in the industry, and analyzes its cross-border e-commerce business by using "SWOT", "PEST" and "Five Forces Model". This results show how the company adjust its strategies to solve the current problems. I find that in the process of cross-border e-commerce transactions, payment methods, logistics transportation and service personnel directly affect the quality of cross-border e-commerce operation, and have a great impact on its services. Although Kaola has certain advantages in technology, there are still problems in after-sales service, logistics and consumer perception. The solutions proposed in this paper are to establish the professional after-sales team, to cultivate consumer awareness, and to optimize cross-border logistics.

Included in

Economics Commons



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