The Strategic Research Of Tao Six Net As Electronic Commerce Enterprise

In recent years, electronic commerce has developed rapidly. People use a low-cost Internet communication technology to complete varieties of sales activities directly on the Internet. Some new e-commerce websites grow up rapidly, for example Alibaba, Jingdong Mall and Dangdang.com, and so on. In2010year, China transactions on e-commerce amounted to500billion RMB. The rapid development of China’s e-commerce promotes the Chinese economy, especially the China’s new economy. But there are still a lot of problems in the development of the Chinese e-commerce enterprises which mainly show in the following aspects. Network marketing mode positioning is not accurate, the understanding about the e-commerce development trend is not clear, the sales scale is not big enough, the varieties of products are not rich enough, marketing strength is not great, the website design and user experience are still immature, it is lack of strategic planning system, and so on. Therefore, it has a very important realistic meaning for China’s electronic commerce enterprises to analyze its development strategy.The article reviews the basic theories and analysis methods of e-commerce enterprises’ strategic management, combines with the characteristics of e-commerce enterprises and does three major e-commerce development model such as the consumer to consumer, business to consumer and business to business as the main content of the analysis. The article analyses Tao Six net’s development of internal factors and external factors. It concludes that Tao Six net has the major advantages of the company brand, products, transport, logistics and after-sale service which accumulates with many years in the home appliance retail industry; the main disadvantages are a lack of price competitiveness, the diversities of products and marketing tools; the opportunities include the rapid development of electronic commerce, the support of policy and the strong growth of the B2C online shopping needs; in addition, the challenges are the imperfect of credit and legal system, the high transparency on the area of electronic commerce commodity price and the economic depression. Based on the SWOT analysis, the article puts forward that Tao Six net should establish the development strategies of e-commerce enterprise which are based on network application technology, a prerequisite to the industry’s data analysis and the premise to customer experiences. What’s more, the article expounds Tao Six net how to implement and control the strategic objectives.Through the analysis, it can provide the references about development strategy when the traditional electrical enterprises get into the field of e-commerce. Besides, it can also provide the theory basis and the practice instruction about which the traditional small and medium-sized develop e-commerce and other similar e-commerce enterprises’management.