Research On Competitive Strategy Of JD

B2C is a mode of electronic commerce which sales products and services to consumers in a direct way. In general, this form of electronic commerce grows mainly by Internet retail to develop the online sales activities with the support of the Internet. In the year of2013, a growing number of online retailers chose to grab the market share through the way of so called price war which made the online retail market pattern distinct progressively. The lion’s share of the B2C market was dominated by the electronic commerce magnates such as Tmall, JD and Sunning E-commerce.This paper have three meanings. First of all, it uses relative theory on strategic management and use analysis tools to analyze B2C business with massive data. Secondly, this paper would give a guide on society duty performance of enterprise for JD have more than20000employees and assume lots of social responsibility. Thirdly, this paper would give a reference to other relative companies which has the similar problems to JD because of the unclear situation of the industry.This thesis is based on the research object of JD competitive strategy and analysis frame of SWOT analysis. First of all, by comprehensively utilizing analysis tools such as PEST and Five-Force model, it maps out the key success factors in this industry and analyzes China B2C industry including macro environment analysis, basic economic characteristics analysis and competitive environment analysis. Second, based on the collocated and sorted related data of JD, the thesis analyzes the advantages and disadvantages of JD resources ability and concludes the core competitiveness of it. With the internal strength, weakness, external opportunities and threats at hand, the thesis nails down the competitive strategy of JD through SWOT.This paper would give the core competence, strength, weakness, outer-opportunities and threads of JD, and give the competence strategy for it. The core competence for JD would be brand value, supply chain system and user experience, which is also the strength of the company. Lacking of experience in physical stores, high dependency on price and lack of creation in business mode are the weakness of JD. The supportive policy on e-commerce industry, the increasing needs on B2C business mode, the development on information technology, and flexible operation mode are the opportunities for JD. The imperfect laws and rules, security problems on internet, unstable situation for economy are the threads for JD. After SWOT analysis, this paper would give the strategic plan for JD, which is using differentiation strategy.The paper will give the idea on using competitive strategy for B2C companies in the first year of mobile internet time as a innovation point. This paper also ensure the key point for its strategy and make plans and guarantees. This paper use the document analysis methods, case analysis methods and comparative analysis methods to analyze the current situation and influence factor for JD in the B2C business mode in China.