Research On The Development Strategy Of E-commerce In The Jingdong Mall

E-commerce is a new business model.E-business mainly uses Internet technology and computer technology to direct the sales of products and services to consumers.In recent years,China's e-commerce enterprises have achieved rapid development,and it has been divided by the "price war" and so on,having formed an increasingly clear pattern of the Internet retail market.E-commerce enterprises such as Jingdong mall,suning.com,Tmall(Taobao)and other e-commerce enterprises have occupied most of the market share.At the same time,more and more new products and service enterprises have begun to join in the field of e-commerce industry.Jingdong mall Electronic Commerce must actively expand its own scope of operation under this market environment.Therefore,it is necessary to make and implement the differential development strategy.This article focuses on the analysis and exploration of the e-commerce development strategy of the Jingdong mall.This paper clarifies the research background and significance,the theoretical results of some scholars at home and abroad,then learns and understands the concept of the electronic commerce,strategy,corporate strategy,business development strategy and strategic management,and the theory of strategic management,development strategy,e-commerce development strategy and so on.In addition,this paper analyzes the development environment of e-commerce in the Jingdong mall,Including the general situation of the development of the Jingdong mall,the macro and micro development environment of the Jingdong mall,and the e-commerce development strategy SWOT of the Jingdong commercial city.On this basis,this paper discusses the reasons for the choice of the differential development strategy of e-commerce in the Jingdong mall and the way to realize it.It puts forward the implementation safeguard measures of differentiation and internationalization of e-commerce service in Jingdong mall,and puts forward safeguard measures for Jingdong mall e-commerce development strategy from three aspects: service concept,team building and brand building.