Xinyi's E-commerce

E-commerce has made rapid progress in the past decade in the whole world and China has no exception. As one of e-commerce trading models, product sale to consumers e-commerce gets the high tide of success going with the low tide of failure in the development process.In this case study, we will see the development epitome of product sale to consumers e-commerce in domestic market. It described that Xinyi has tried and failed in this field, and then tried again and achieved initial success, but now is facing the development bottleneck appeal from 2000 to 2002. Combining the development of competitor with Xinyi, it gives more complete understanding to the development of this field in domestic market.The case study starts with the definition and category of e-commerce and making comparison of the failure of Xinyi's first try with the success of other companies at the first place. Integrating with the developing process from Xinyi e-shop to Xinyi e-mail afterwards while introducing other company's situation and the operation analysis of whole industry. At the end, with discuss the problem appeal presently to Xinyi, it exposites outer factor that have great influence on the whole industry, then raises suggestion and assumption from multi aspects to the industry especially the further development of Xinyi.With analyzing the cases, which is base on the contemporary marketing theories and economic knowledge, from a relatively new angel to sort up the trading models of E-commerce. It mainly discusses about the market strategy of products sale to consumers e-commerce, including the promotion strategy, price strategy, materiality exhibition, client services and so on. During the analysis, it wield a novel marketing concepts which connect with the characteristic of Internet company, such as virtual communities, one to one marketing, five factors effected the customer satisfactions. It dissects the marketing strategies of products sale to consumers e-commerce and gives it suggestions.