Research On Milliken & Company E-Commercial Development Strategy

Although the wave of E-commerce has swept the world,there are still many foreign enterprises in China who hold cautious attitude towards E-commerce.These enterprises want to help their own transformation through E-commerce,but they worry that E-commerce will not achieve the desired results.How to combine E-commerce and enterprise's own characteristics is the most important part of E-commerce development strategy for foreign enterprises.Milliken entered the Chinese market in 1995,and its main business is high quality commercial carpet.With the popularity of domestic mobile Internet in recent years and company carpet business high-speed growth,Milliken traditional business model has gradually cannot meet the requirement of the development of the enterprise overall strategy.Implementation of e-business transformation becomes imminent.Firstly,this paper made some studies of the current domestic E-commerce development present situation based on the literature review,learned under the national policy and the stimulus of the Internet,E-commerce maintains high-speed development.Secondly analyzes domestic carpet industry and its E-commerce development present situation by using the macroscopic analysis tools and five competition models.Determine the market pattern of carpet industry has been consolidated.All companies have developed E-commerce according to their own characteristics.Finally based on the introduction of Milliken and using SWOT analysis tool,deeply analyzes the internal environment of Milliken.Found the advantages of reputation,product,innovation,environmental protection and diversity,also realized disadvantages of E-commerce being started late,slow development,weak technology.Milliken needs to respond national call and proactively carry out the E-commerce through utilizing good domestic E-commerce atmosphere and environment to overcome the challenges of competition in the industry,malicious plagiarism and the imperfect relevant law.Synthesizes the above analysis,this paper presents strategic goal of Milliken for development of E-commerce in China: building the safety E-commerce platform which provides customized services to promote company's overall strategy and push business continued forward stability.The target market of development strategy is focus on the high-quality commercial carpet market of domestic first and second tiered cities.The strategy adopted is “torsion strategy”.The keys of strategic development are process upgrade,overcoming resistance,online and offline integration.Gradually implement the strategy of E-commerce through enhancing strategic awareness,setting up the E-commerce department,improving the information infrastructure,building safety system and creating the innovation platform.In addition,it also provides guarantee for implementing strategies from four aspects: organizational structure,information technology,E-commerce talents and network security.Milliken development strategy of electronic commerce in this paper not only provides some reference for carpet industry enterprises in the aspect of how to understand,develop and implement E-commerce,also shows the theoretical and practical significance for other foreign companies about how to identify domestic situation and find its own way to develop E-commerce.