Research On The Development Strategy Of Enterprise E - Commerce

Traditional retail enterprise electronic commerce development has two functions. On one hand, it is to achieve diversification and reduce the cost of company publicity and other aspects by promoting the integration of online and offline so as to improve sales efficiency and service quality, while effectively increasing the enterprise benefit.On the other hand, Because of national policy support, the potential of electronic commerce market is tremendous,and there are many opportunities which is suitable for enterprise to seek new profit growth point in electronic business so as to enhance the comprehensive competitiveness.Henterprise is a traditional home appliance retail enterprise based on 3rd and 4th tier cities.While Suning, Gome and other traditional home appliance retail business setting foot in the e-commerce as well as the competition of Jingdong Mall, Lynx Mall and other large e-commerce platform, the combination of traditional appliance retail and e-commerce is an inevitable tendency. Developing e-commerce is an important step to expand the enterprise’s market development space and enhance the competitiveness of products. Systematically thinking and exploring H enterprise’s e-commerce development strategy has an important realistic meaning for H enterprise to consolidate the current advantages and expand the competitive field of e-commerce.Through the full investigation and study, fist at all, The thesis summarizes H enterprise is located in a good external e-commerce environment while facing some competition by the analysis of the development environment of political, economic, social, technological and market competitive by using PEST and five forces model.Then, the thesis summarizes up H enterprise’s strengths, weaknesses, opportunities and threats when developing e-commerce by using SWOT analysis. While in the local market it acquires a good reputation and accumulates advantages in brand, channels, supply chains, customers, logistics and other aspects. Also there are still some disadvantages in business volume, online and offline integration, price competition, management and so on. H enterprise’s development of e-commerce is facing a good opportunity because of a number of policies are introduced to fully support the e-commerce industry, the huge network shopping group base and the rapid development of e-commerce. In addition, there are some threats in the market competition, and the lack of e-commerce professionals and so on.At last, through research and analysis, the thesis suggests that H enterprises adopt diversified development strategy, differentiation strategy and marketing strategy to develop e-commerce business and takes measures to ensure the implementation of electronic business development strategy by adjusting organizational structure, strengthening human resources and team building, enhancing technological innovation, improving user experience, strengthening the construction of logistics and service network to guarantee the implementation of H enterprise’s e-commerce development strategy.This paper discusses the selection and implementation of H enterprise’s e-commerce development strategy by using the norm structure of strategic management analysis, providing suggestions of strategic choice and strategy implementation so as to promoting H enterprise e-commerce development.It’s a new exploration for the small enterprises in the e-commerce age, I hope this paper will provide some reference to the similar small and middle-sized traditional enterprise when making their e-commerce development strategies.