A Research On Wine B2C Website Of Vertical Development Strategy

With the continuous increase of China’s national income and improvement of theeconomic strength of the country during the past five years, netizens have alwaysmaintained a momentum of rapid growth. With the rapid growth of the domestic Internetusers,the internet penetration rate is climbing and the domestic e-commerce environmenthas been optimized, while the domestic online shopping penetration rate also continued toincrease, the number of online shopping continues to rise, driven by the continuousdevelopment of online shopping. With the development of China’s Internet retail industry,wine, grape and other alcoholic products after following electronic products, clothing,books and other products, has become another hot new B2C sales.The Wine B2C e-commerce sales model rise in2006, in recent years it has maintaineda momentum of rapid development. With the changes of wine consumption environmentfrom the government, public consumption to individuals, business spending, thee-commerce channel based on the general population contributes to the successful transitionfrom high-end wine enterprises to low-end market. Compared with the traditional channels,the diversity of wine varieties and the price advantages of the e-commerce channel have theunique advantages, these factors work together to promote the domestic well-known winemanufacturers develop to network B2C direction.This article first from the market scale, market structure describes the domestic presentsituation wine B2C website development and characteristics, and then it analyzed the wineB2C website features from the product point, the market point and the internet point. Andnext, it discussed the political, social, economic, technology and competition environmentof the domestic wine industry B2C e-commerce sites with the classic PEST analysismodel,and then stated the develop history and business model of national largest wine B2Cwebsite Jiuxian.com. At last, this article discussed the problems faced in the developmentof, puts forward Suggestions for the future development, further analysis of its marketpositioning with the SWOT matrix model analysis.Based on the strategic analysis of jiuxian.com, this paper puts forward to somesuggestions to e-commerce B2C wine company in the following aspects: pay attention tocreate enterprise brand awareness; Actively promote the development of technology andinnovation, depend on the price advantage to occupy the market; Perfect management andservice system, establish effective information communication mechanism; Shape excellent,unique corporate culture.It hoped that this paper can contribute to the development of vertical B2C e-commerceenterprises. Find target market, optimize the enterprise operation strategy, establish brand awareness, the implementation of operational strategy and competition strategy suited tothe characteristics of the enterprise itself, is the only way to success in electronic commercemarket.