Research Of Competitive Intelligence Strategy Management Model In Domestic C2C E-commerce Websites

With the development of the information technology and the wide application of internet, a new commercial mode- EC (Electronic Commerce) appears and becomes the mainstream business model of 21st century. After the washing of market, domestic C2C market has formed a situation of tripartite confrontation, among Taobao, Paipai and Ebay. In the following Tencent and Dangdang declared to enter C2C market in 2005, Baidu and other industry magnates also high-profile announced to enter the market and participate in competitions, meanwhile, traditional retail manufacturers are also put off online sale to face to competitions. Thus it can be seen, there are more and more intense competitions between each C2C electronic commerce websites, but if do not want to be out of competition and gain competitive advantage in the market, it requires site managers to make competition strategy management by using CI (competitive intelligence) to improve the site’s competitiveness so that it can gain one place in EC market.This paper is based on the strategic management of the basic theories and it applies CI to the entire process of strategic management of C2C electronic commerce sites. The article adopts systematic analytic method of combining the qualitative analysis with quantitative analysis and it analyses and solves the threats and problems that encountered in the development of websites from seeking the survival development of our C2C electronic commerce websites in the intense electronic commerce market. This paper first analyses our C2C web macro and industry in detail through the commonly used environment analysis methods including PEST and Five Force Analysis Models of Porter and so on and it uses the key success factors matrix (EFE and IFE) to evaluate the site internal and external environments. And then it uses qualitative analysis methods of SWOT matrix to make out strategy alignment and make sure C2C website alternative strategy. In the strategic selection and implementation stage, the paper uses QSPM matrix to make the implementation and choice of the strategy and taking Taobao.com for an example, the report applies IE matrix to distinguish specific business or strategy that was carried out by Taobao. Finally, in the strategic controlling and evaluation stage, it uses Balanced Scorecard card(BSC) to control and evaluate the website strategic conducting performance.