A Study On The Strategy Of Electronic Commerce Enterprise's Development

Since the electronic commerce enterprise came into exist, the process of its developing is not certainly smooth, it has great success and loss. The main reason of EC enterprise's failure due to the excessive dependence on the technology, and great insufficiency exist in management of EC, especially in strategic management. The paper mainly discusses the Strategy of electronic commerce enterprise.The paper discusses the Strategy of electronic commerce enterprise in five chapters. The first chapter gives a general introduction of the paper including its background, significance and the main content. The second chapter analyzes the definition of electronic commerce enterprise and its classification as well as the characteristics, based-on discussing the problems which electronic commerce enterprises have met, emphasis the vital significance of enterprise strategy in conducting the electronic commerce enterprise. The third chapter introduces the determining elements in making strategy of electronic commerce enterprise, discusses the interior and exterior environment by the methods of Life Cycle,Five Force Analysis and SWOT Analysis, which makes a powerful upholstery for proposing the strategy of electronic commerce enterprise. The fourth chapter analyzes the main development strategy which the electronic commerce enterprise might adopt, including the alliance strategy, the differentiated strategy, the focus strategy as well as the mainstream strategy, and analysis these strategies on their theory and application in detail. The fifth chapter analyzes the case of Tencent inc, including its strategy analysis and apply. The article develops a new way to analyze the electronic commerce enterprise in the strategic perspective and it's the innovation of article.