The Development Strategy Research Of Jingdong Mall In B2C E-business Market

With the increasing popularity of Internet techonology and the rapid development of computer technology, the Market economic system continuously improved.At the same time, the consuming behavior and consumption pattern of people has experienced a big change.People no longer adhere to the traditional consumption, but enter to the tide of online shopping. The Electronic Commerce in China gradually tend to develop the Business-To-Consumer mode.In recent years,because of its own advantages and characteristics, the Electronic Commerce which is based on B2C is becoming the leading factor of online shopping.360buy, one of the iconic companies in the market, is the largest chain store style electric business website in the market of B2C in china. It is also one of the e-commerce websites which is the most popular with consumers and the most influential. So, to the whole electric busines industry, there is an important significance in discussing the development strategy of360buy.This paper is taking the369buy as the object of study, first review its development history and present situation,then analyzed the external environment of it,and use the PEST-model to analyze the macro environment that360buy faced. Besides,I also find out the the main competitors, and summarize the external opportunities and threats that360buy faced. The internal environment analysis is also indispensable,including organizational structure,resource analysis and ability analysis summarized the advantage and the disadvantage. In a word, explicitly reveals core-competitiveness of360buy. Next,according to the strategic objectives of360buy,we research in depth about how to implement development strategy around its core-competitiveness. Finally,the paper pointed out the safeguard measures that360buy uesd in order to make sure that the strategy smooth implementation.The success of360buy is not an accident, there is some irreplaceable part in the strategy they used.Through the study of it,I hope there is some valuable reference for B2C business market even the similar enterprises to develop better.