Research On The Strategy Of E-commerce B2B2C In Jiahe Square

In recent years,with the rise of several major e-commerce companies,the consumption habits of China's urban residents are also changing,and online shopping has become a new normal.Many retail entity terminal sales in a steep decline,on the one hand,on the other hand also in thinking about how to use new Internet technology to the transformation of online e-commerce,Jiahe square belong to this kind of situation,it opened on September 8,2005,registered capital of 50 million RMB.is located in Guangzhou Baiyun district north of 106 national highway,the geographical position is superior.Nearby are residential communities and processing enterprises.There are 400 brand shops in business,with an area of 60,000 square meters,and 300 parking Spaces on the ground floor.It is a commun ity shopping center integrating shopping,leisure,entertainment and catering.After more than 10 years of operation and development,gradually formed the core business circle with Jiahe square as the center,radiating five kilometers around.The average a nnual sales volume exceeded 200 million RMB.However,in recent three years,due to the impact of e-commerce online purchase,the sales volume has been declining.After analyzing many factors,the company decided to adopt the strategy of increasing the onl ine sales channel of e-commerce B2B2 C to face the fierce market competition.The transformation of Jiahe square is mainly carried out by adopting the strategy of increasing the channel of online e-commerce B2B2 C.To be specific,first of all,the internal and external environment of the transformation of Jiahe square is analyzed by PEST and SWOT.Secondly,it analyzed the design of B2B2 C e-commerce strategy in Jiahe square,and based on relevant innovative ideas of business model in the new generation of business model(2011)written by Ostwald and Pinier.According to this theory,nine visual construction modules,such as customer value creation,product or service provided,revenue and cost analysis,are demonstrated from the actual situation of the strategy of the new e-commerce B2B2 C online sales channel in Jiahe square.Finally,the problems and safeguard measures in the implementation of B2B2 C e-commerce strategy in Jiahe square are analyzed.This paper is of systematic theoretical and practical signifi cance to study the strategy of B2B2 C online sales channel in Jiahe square.First of all,in a theoretical sense,there are few researches on the B2B2 C strategy of online e-commerce in the center of shopping,most of which are journal papers.Therefore,thi s paper can further enrich the B2B2 C strategy theory of e-commerce by combing and sorting out such literature.From a practical perspective,it can better present the prospect of the transformation of Jiahe square under the background of "Internet +" to in crease online trading and sales channels.It can properly solve and break through the obstacles and bottlenecks faced by Jiahe square in the current operation and management,and through the strategy of doing addition,it provides a realistic and highly re ferential living specimen for the transformation and upgrading of commercial retail entity terminals.