| ULE, as a B2C online shopping website, has a rapid development during this one year since its launch, but there are some problems explored accompanied with its development, such as the single developing model, traffic of the website driving by ULE cards and so on. Therefore, ULE needs to observe the opportunities and threats outside, analyze its own advantages and disadvantages, search for the rational developing strategies, and establish the valid guarantee system to support the operation of the strategies. For this research, it has theoretical and practical meaning. From the theoretical aspect, it provides the management theories with sufficient cases for the research of B2C business model in China through its deeply analysis of the overall situation of the company and the way of working out the development strategy and guarantee system for execution of strategy. From the practical aspect, on one side, the conclusion of the research offers some inspiration for ULE to establish its own superiority by making best use of its advantages and bypassing the disadvantages in the complex market. On the other side, this research may provide reference for the operation of the online shopping websites, especially for those join-ventured enterprises.This article adopts the method of case research and analyzing tools of PEST model, Five Force Model, EFE matrix, value chain and core competitive force and IFE matrix, SWOT model and product orientation matrix.The conclusions of the research are as follows:1,Externally speaking, more opportunities than challenges; 2,Internally speaking, advantages outweigh disadvantages.; 3,Diversification strategies on the basis of large-scale expansion as the overall strategy.; 4,Four categories of product strategies; 5,Establishing the guarantee system of strategic execution in four aspects for the realization of the company strategic objectives.The innovative points of this article as follows:firstly, it brings forward the strategy of diversification strategies based on the big-scale expansion, which guides ULE's development, and offers reference for other e-commerce companies; secondly, through the SWOT analysis, it matches the advantages and disadvantages of the company with the opportunity and challenge around, which increases the pertinence of the development strategy; thirdly, it initiatively adopts 4 quadrant matrixes based on development potential and business scale to point out the strategies of its products; fourthly, it brings forward the guarantee system for the execution of the strategy to ensue the realization of ULE's development strategy. However, there are also some shortcomings of this article:first of all, due to the complexity and variation of the environment, the analysis of the microenvironment is not so entirely and accurately. Furthermore, the difficulty of collecting the statistic of the opponents or other interest related parties may result in the analysis is not so thoroughly. Finally, the limited specialty scope and knowledge of the author may make some part of the research not so professional and incisive. |
