The Study Of HD Company E-commerce Development Strategy

The revolution of Internet technology has brought great changes to China and the world.The e-commerce,especially mobile e-commerce,has rapidly penetrated into all areas of society and become a booster for the development of commodity,education,communications,tourism,film and television,etc.In this e-commerce and mobile e-commerce era,the traditional film and television tourism business model has been largely impacted.To adapt themselves to the needs of the modern time and market,as well as to develop e-commerce with their own advantages,will be an inevitable trend for the theme parks,especially film and television theme parks.The paper analyzes the domestic and foreign literatures on film and television tourism,e-commerce and corporate strategy.From the perspective of film and television theme park development,HD Film and Television Theme Park is chosen to be the object of the case study.As HD Company's internal and external environment and SWOT have been researched and analyzed in depth,the future development trend of e-commerce industry and film and television theme parks being studied,the necessities of developing e-commerce for HD Company,as well as its specific principles,strategies and measures are presented in the paper.As HD Company develops,it maintains a huge tourism customer base,the unique scenery,the brand advantages,the leading market visibility,and the quantity of crew.Based on analyzing the above advantages and the potential impact brought by films and televisions shot in the theme parks,the paper puts forward the feasibility of conducting e-commerce development as the company's strategy.According to the strength and current situation of HD Company,the paper also formulates its target markets,stage goals,and competitive strategies.This paper put forward some suggestions on the implementation of HD Company's e-commerce development strategy.The suggestions include adjusting the company's organizational structure,strengthening the organization and management,setting up e-commerce department,opening online flagship store on Tmall,exploiting the independent APP Store Platform,and establishing the two-level distribution network.As for the marketing strategies,it is suggested to focus on mobile e-commerce;build multi-channel marketing system,improve user's satisfaction,consolidate word of mouth marketing,protect human resources,and safeguard the technical research and development.