Competitive Strategy Analysis Of JD Mall

With the progress of science and technology in the Internet era,the development of e-commerce is booming.People's consumption behavior and consumption mode are changing gradually.More and more enterprises have entered the field of e-commerce.Consumers can choose the goods needed online and enjoy the consumer experience of delivery to the home through logistics services.In recent years,B2C mode e-commerce has been providing online product sales and services to consumers through the Internet.Since 2013,the major electricity providers have seized the market share through the "price war",and the market structure and competition situation has stabilized.On the current domestic network retail competition pattern,Tmall is the first,JD is the next,followed by Suning E-commerce,Gome online and so on to occupy a certain market share.In this paper,based on the popular network retail platform JD as the research object,combining the status of the network retailing industry,this paper investigates the online shopping consumers through the form of questionnaire,analyzes the competition pattern,the competition environment of the internal and external industry and the consumer satisfaction,and analyzes the competition in the B2C market.Environment,so as to provide more perfect competitive strategies and suggestions for JD platform.The strategic vision of "becoming the most trusted enterprise" is achieved by grasping the opportunity of all kinds of technological innovation upgrades in the Internet era,combining with its own competitive advantages,avoiding the threat of competitors.(1)Through the questionnaire of online shopping users,it is found that users have higher satisfaction with the JD,but are still more sensitive to prices.However,with the new normality of consumption upgrading,users begin to pay attention to goods and service quality in addition to the price situation of online shopping products,and are very satisfied with the logistics and distribution of JD,especially Is the distribution speed,personalized service,in addition to product quality assurance,transaction security,high quality after-sales service is also more satisfied;but the current price of the JD as a whole is dissatisfied.In addition,the user's knowledge of the competitive activities of the JD mall is generally high,but it is not very well known for some market activities because of the limitations of the activities and the lack of promotion.(2)Through the use of PEST analysis,we can see that the economic,technique and social environments of JD mall are good,the political environment needs to be improved.The policies and regulations related to network electronic payment and the protection of consumer rights and interests need to be further improved to create a more fair and orderly network trading market.(3)Through the analysis of the competition five forces model,it is found that the JD mall needs to adjust the purchasing and sales price,the preferential promotion and other activities to balance the bargaining power of those suppliers and consumers.Meanwhile,JD should be vigilant to the Tmall,Suning.com and other alternatives,as well as other potential menace threats,but the most fundamental remains to be caught.The development of technology in the Internet era and the opportunity for the rapid spread of new retail mode are to reduce the competitive ability of existing competitors in the industry by improving their core competitiveness.(4)Through the analysis of the strategic environment of JD mall through the SWOT method,we should give full play to its competitive advantages in the ways of user experience,quality guarantee and supply chain,improve the technical level,expand the market scale and perfect the after-sales service system,avoid the threat of competitors and potential rivals,and finally in the fierce market competition.Remain invincible.(5)Based on the analysis results of the previous article,this paper makes a summary of the competitive environment of the JD mall platform.On the basis of the existing strategies of JD,this paper puts forward a complete competitive strategy proposal for the platform.It is divided into four steps:strategic goal,strategic selection,strategic implementation and strategic guarantee.For the goals of " More,Better,Faster and Cheaper",this article specifically selects the cost leading strategy,the differentiation strategy,the centralized strategy,the cooperative competition strategy and the improvement of the core competitiveness.According to the product,JD should be more attention to the marketing,management,service and so on,and guarantees the capital reserve,the supply chain upgrading,the brand building and the human resources etc.In order to better realize the strategic goal of "multi speed and good province" of the JD mall,five strategies are selected,such as cost leading,differentiation,centralization,cooperation and competition,and improving the core competitiveness.They are implemented from the point of view of product,marketing,management and service,respectively,and in the storage of funds,upgrading of supply chain,brand building and people.Force resources and other aspects to be guaranteed.