Research On E-Commerce Developement Strategy For Clothing Enterprise S

With the rapid development of Internet, e-commerce is becoming popular around the world. It has reconstructed the relation of production through redistribution of core productive elements. By reducing circulation cost and other unnecessary loss from production to consumption, e-commerce has greatly improved efficiency of the whole process, becoming an integral part of the entity economy. In recent years, the domestic e-commerce has been growing fast with a considerable market share occupied. In 2015, China's online shopping transaction volume reached 16.2 trillion yuan, accounting for almost 54% of total social retail sales for the whole year. Nowadays the clothing e-commerce has becoming the largest category for online shopping, giving a strong impact on conventional clothing enterprises. The focus of business competition has changed due to e-commerce, and enterprises with e-commerce superiority will have competitive advantage in the future. Thus, the traditional enterprises should actively embrace the opportunities and challenges brought by e-commerce, to make up a holistic planning for their e-commerce business development to earn profit both in traditional and internet circumstance.In this paper the clothing enterprise S, which is engaged in traditional clothing business, will be taken as the object of research. By analyzing the advantages and disadvantages of the enterprise S based on it's current business situation, we make a research about how to develop e-commerce business for traditional clothing enterprises in Internet environment, and how to extend traditional business model to network model, so as to improve the competitiveness of traditional clothing enterprises. Applying SWOT tool and e-commerce theoretical knowledge, the author make a comprehensive analysis on the internal and external environment for enterprise S, and demonstrate the feasibility and necessity for it's e-commerce development. The main focuses, including channel of commodity distribution, distributors and suppliers trading systems, customer relationship management, B2C online sales are fully elaborated, as well as implementation device and supporting measures in each phrase are proposed.According to the characteristic of enterprise S, this paper use clothing e-commerce business theories and effective operation modes as reference, providing experience and reference as to choosing suitable e-commerce development mode for numerous clothing enterprise in current situation.