Value Chain Analysis for Identifying Taobao Cross-Border E-Commerce Important Activities to Export Thai SMEs Products to China

Abstract

With the development of society, cross-border e-commerce (CBEC) has become a popular trend in today's global economy, which has brought significant economic growth to many countries. However, even though CBEC is growing rapidly all over the world, Thailand's small and medium-sized enterprises (Thai SMEs) are still in their infancy in this area. Because Thai SMEs have limited knowledge of exporting goods to the Chinese market through Taobao platform, they are facing many problems, the most important of which is the lack of knowledge of how to operate Taobao platform correctly. Because there are many operation activities throughout the business process of Taobao sellers, and the importance of each operation activity is also different, in order to identify the most important operation activities of Taobao sellers, this article is based on empirical research, through the value chain analysis of Taobao platform, combined with the questionnaire of SME entrepreneurs in Thailand. The results show that the importance of marketing and sales in Taobao's operation activities is the highest after data analysis, which reflects that the marketing and sales activities in Taobao's operation are the most important and worth managing for Thai SMEs. If Thai SMEs want to export goods through Taobao platform, they need to pay more attention to the marketing and sales activities in the operation of Taobao stores, which helps to guide Taobao sellers to scientifically manage their operation activities and better operate Taobao stores.