An Empirical Study Of Taobao Strategy In Hengyang Alibaba

This paper uses Pest strategic analysis,Potter five force strategic analysis and value chain analysis to analys the rural Taobao strategy of the Alibaba group from three aspects including macro environment,industry environment and enterprise value chain on the basis of a questionnaire survey of the villages in Hengyang.It can be found that in the political environment,the good policy of Hengyang municipal government supports the construction of village naughty,but the propaganda of Hengyang municipal government is insufficient and the farmers are not aware of the village naughty.In terms of economic environment,the new normal economic environment is suitable for the development of rural Taobao in Hengyang.At the same time,the electricity market is big.In terms of social environment,the number of rural population in Hengyang is big,but the culture tends to be conservative,which is unfavorable to the development of rural villages.In terms of technology environment,Internet and electronic payment technology provide a good premise for the development of Hengyang village.we can see from Potter's five force analysis that in the field of competition,Jingdong,Suning and traditional rural e-commerce sites are competing for the rural market in Hengyang.In the threat of entry,telecom and Lenovo march into the rural e-commerce market in Hengyang,and the Agricultural Expo,miscellaneous ambition and entity compete for the Hengyang rural trading market in the aspect of replacing the product threat.In the case of the bargaining power of the seller,the bargaining power of the relative ordinary suppliers in the village of Hengyang is strong in the bargaining power of the seller,while in the buyer's bargaining power the bargaining power of the brand suppliers in the village of Hengyang is weak.We can see from the value chain analysis that in the internal value chain,the inner value chain of Hengyang village saves the production link,and the ability of Hengyang partners is insufficient and the performance of most village service centers is poor.In the vertical value chain,the vertical value chain is formed by the suppliers,express and Hengyang village,but the logistics of rural areas in Hengyang is formed.In terms of horizontal value chain,the quality of Hengyang village Amoy products is poorer than that of Jingdong.To solve the problems we can take the following measures: the Hengyang municipal government needs to change its working attitude and increase its publicity methods.Rookie logistics needs to change the mode of transportation and improve the efficiency of distribution.Alibaba group needs to strengthen partner training,reward and punish clearly,and at the same time shape brand awareness and avoid homogeneous competition,so as to promote the rapid development of village health.