Study On Market Competition Strategy Of G-Online

Currently, as the most one of e-commerce development,online shopping has become a new way that nowadays enterprises adapt to the change in the new wave of electronic information technology, expand the channel of development and push business growth forward, will inevitably lead to a new round of mode reorganization of enterprise development and change the pattern of market competition in the future.This paper has studied the market competition strategy of G-Online by using related strategy theory.Firstly, analyzed G-Online’s macro environment and industry environment,and further it’s internal environment. Secondly, based on the above analysis, proposed four alternative competitive strategies. Lastly, pointed out the strategies G-Online should carry out by using quantitative and qualitative analysisThe author believes that currently G-Online should adopt differentiation strategy, assisted by " entity+online " portfolio strategy.one reason is that differentiation strategy can break through the traditional in products and services,business model, pursuit of details, etc. and create differentiated competitive advantage in case that various competitive factors trend to homogenization at online shopping market. Another is that "entity+online"portfolio strategy can combine into integrated joint operating body based on advantage by deploying online and offline resources together,and thus get the strong competitive advantage of cost-sharing,quality assurance and market share.At the end, the author proposed a number of targeted suggestions against how to implement the strategy, including the problems faced and the methods and ideas to solve these.