Study On Development Strategy Of A Internet Company

In recent years, the e-commerce development has been swift and violent in China, which is penetrated into all fields of the society and economy. The development of Chinese e-commerce services presents blowout, so e-commerce service enterprises have sprung up and grown up. As a result, the market competition is increasingly fierce. It is very crucial for enterprise to formulate effective enterprise development strategy to solve the problems such as how to utilize resources rationally, how to rely on its advantages to seize the opportunities for development in this environment. The research object of this paper, A network company, is an Internet company. It has been committed to providing the Internet advertising and integrated marketing services professionally. Due to e-commerce service industry is still in its early stage of development, A network company inevitably encounters some common problems which e-commerce service enterprises are faced with. At the same time, A network company’s problems lead to a decline in its marketing competition ability. In consequence, A network company need to have a clear strategic planning guidance.In this paper, the author discover, analyze and solve A network company’s problems by collecting relevant information a large number of e-commerce, e-commerce services, Internet companies, referring to large number of literature, according to the theory of strategy management and competitive advantage of internal and external theory, together with the present situation of management and administration of A network company, and by using PEST analysis model, Potter five competitive forces model, SWOT analysis model to analyze its internal and external environments systematically, and then to find out the company’s competitive opportunities and threats, to see its competitive advantages and disadvantages. Furthermore, the author develop strategic positioning, strategic target, strategic planning to meet the requirements of A network company’s future development, and design security measures for the implementation of strategic planning.The research results show that A network company can seriously do a good job at aspects of work as following, to optimize the product structure, such as providing customized products for personal users, providing operation services which meet customers’ needs on e-commerce platform; combining products and combining services by utilizing the consumers’ union; to develop advertising business and advisory services for small and medium sized enterprises deeply; to develop the rural market and overseas market; to have a clear brand positioning and a brand building community, to adjust the company’s organization structure, to make human resources outsourcing; to dig customers’ data resources to apply to on the customer relationship management; to strengthen the construction of enterprise culture from three aspects: material, system, spirit. Through these aspects of work, A network company can basically solve the management problems, maintain a lasting competitive advantage in the fierce market competition environment, and cope with various challenges calmly. The research is not only pointing out the direction for the future development of A network company, but also providing a beneficial reference for other domestic small and medium enterprises designing development strategic planning and strategic security measures, which has practical significance.