| With the high-speed development of Internet economy,e-business of China has been increasing drastically in recently years,and will be constantly growing in the next few years.During this process,some online celeb e-businesses rise,and some middle and small-scale e-businesses fail.The thesis uses women’s dress industry as an example,regards business mode theory and 4R marketing theory as the basis,conducts an in-depth research into the developmental status of middle and small scale ebusiness of ordinary women’s dress from the developmental stage,category of business mode,advantages and disadvantages,bottleneck of development,opportunities of transforming,etc,and research into the operation mode and reasons of success of online celeb e-businesses,so as to look for ways of transformation for middle and small scale e-business of women’s dress.In the context of Internet economy,the role mechanism of traditional businesses and clients changes,so under the premise of adapting to these new conditions: the time is fragmented,the flow is capitalized,and the shopping is socialized,we should change traditional e-businesses into social e-business,create value in the interaction between clients and customers,introduce brand operation and supply chain innovation,integrate mobile social and e-business scenario via large data,so as to build a virtual community and shopping center full of shopping atmosphere,further seek enterprises’ innovation points in ability and resource,client value,profiting mode,etc,and finally produce the right path for enterprise to realize the construction of the new business mode: “fan economy” + “brand operation” + “scenario operation”.I wish that via the research,I could provide a reference of transformation and new thought of mode innovation for middle and small scale e-businesses in difficulty,so that the middle and small ebusinesses will become full of operation vigor and market vitality again in the new market competition,avoid low price competition and thus the healthy and ordered development of our country’s e-business industry and Internet economy will be ensured. |
