Strategic Research On Mobile Fresh Food E-commerce

With the rapid development of mobile smart devices and 4G wireless communication networks,more and more consumers are using smart phones to participate in various forms of consumer services such as online shopping since the beginning of the new century.The rise of mobile E-commerce has created tremendous business opportunities,especially the fresh food E-commerce which is known as the last blue ocean in the field of E-commerce.In the past few years,many internet E-commerce enterprises and traditional retail enterprises have actively poured into this industry for industrial layout or upgrading,exploring and innovating the business model of fresh food E-commerce.Although it is developing rapidly with a optimistic prospect,many fresh food E-commerce enterprises are operating roughly due to its business model limitations and unique characteristics of fresh food products comparing with traditional E-commerce.Another reason is some fresh food E-commerce enterprises have not formulated a clear strategy or effective operation mode.Without a clear and enforceable strategy,enterprises will not be able to develop sustainably.Therefore a problem that each fresh food E-commerce enterprise should actively think about is: how to set and implement a appropriate strategy to break through a series of bottlenecks in production and operation under the rapid development of the fresh food E-commerce industry.This thesis is a research of the strategy formulation of Dmall from the following aspects: Firstly,an expounding and comparison of the fresh food E-commerce industry development situation,main business models and operation modes is performed.The development trend and existing problems are also summarized.Following is a thorough analysis on macro-environment,industrial competition environment,internal and external key factors,resources and capabilities of domestic fresh food E-commerce industry,using PEST,Michael Porter’s Five Forces Model,EFE/IFE Matrix and VRIO Framework tools,from which the core competitiveness of Dmall is obtained.Secondly,based on the above analysis,SWOT is taken as the overall analysis framework to carry out Dmall strategic combination analysis.Next,Quantitative Strategic Plan Matrix(QSPM)is also used on the quantitative evaluation of the alternative plans,acquiring the SO strategy based on mixed O2 O mode and "Dmall+" mode.That is,the dual strategy which fully grasps the favorable factors of external environment,as well as makes full use of the advantages of Dmall’s internal resources and capabilities would be the most suitable strategy for Dmall.Lastly,the implementation approach of Dmall strategy is discussed,and also provided optimizing suggestions on the technical development and innovation,internal organization and personnel management,risks and problems of production and operation when performing the strategy,so that a reference perspective would be provided for the internet enterprises intending to enter the mobile fresh food E-commerce industry,as well as the traditional offline retailers to carry out digital transformation and upgrading.