Research Of Estimate Marketing Competitiveness Of Chinese Online Retail Enterprise

Up to the end of 2006, the amount of Chinese netizen already reach to 123 million, 69.62 million of them have gone shopping though Internet. There are enough consumers and latent consumers of online retail in our country, the market capacity and market potential is very huge. We can foresee, with the Internet be used by more people, and the netizen acquaints with and approves to the online shopping gradually, the on-line retail will become the most potential mode of business. At the same time, many more online retail enterprise witches provide online shopping service appeared rapidly. But face the competition from enterprises inside and outside of this industry, the security system, credit system and legal framework electronic commerce are imperfect. The online retail business must promote its' competition ability rapidly, build it's own competitive advantage, the ability is enough and can exist and develop continuously in cruelty of market rivalry strong.In this article, we elaborates the notion and characteristics of online retail at first, and then analyses the industry characteristics, the rivalry situation and consumer behavior characters of the on-line retail mode. In basis of this analyzes, using research results about enterprise marketing competitiveness witch are existed. Build an index system witch suitable for Chinese on-line retail enterprise, and reflect its' real ability of competition. This index system is a three levels system witch including five aspects. At last, this article analyses and estimate marketing competitiveness of an online retail enterprise - dangdang com, give relevant plan to prompt it's marketing competitiveness, and how to executive and control this plan.