Research On The Development Strategy Of Huairen Ceramic E-commerce Enterprises

China is a world-renowned ’porcelain country’ and ceramics are an important part of traditional Chinese culture,a witness and inheritor of human history.Shanxi is the northern ceramic production base,supplying one third of the country with ceramics for daily use,making it the "northern ceramic production base".The city of Huairen,located north of the Yanmen Pass,has a history of making pottery for tens of thousands of years,and thanks to the great dynamism of reform and opening up,the market economy has led to the rapid development of ceramic enterprises here.The development of the internet has brought challenges and opportunities to the traditional ceramics industry in Huairen.First,based on the concept of e-commerce and theories related to enterprise competitive strategy,the environment in which the Shanxi Huairin ceramic e-commerce enterprise is developing is analysed from two aspects: the external environment and the internal environment.Using PEST analysis and Porter’s five forces model,it was analysed that the external environment of Huairen ceramic e-commerce enterprises in Shanxi faces both opportunities and challenges,and that the external opportunities of large e-commerce enterprises are better than those of small and medium-sized e-commerce enterprises;the internal advantages of Huairen ceramic e-commerce enterprises are greater than their disadvantages using case study and field survey methods,as Huairen ceramic e-commerce enterprises have an inherent advantage in terms of supply.Secondly,using SWOT analysis method to analyse the development situation of Shanxi Huairen ceramic electric business,based on the big electric business has the advantage of supply and cost advantage,it is recommended that big electric business adopt SO strategy,i.e.cost leadership strategy,big electric business through lower cost to quickly occupy the market and achieve enterprise profitability;small and medium-sized electric business lack of liquidity,poor ability to resist risk,cautious to participate in the price war,it is recommended that small and medium-sized electric business enterprises adopt ST strategy,i.e.differentiation strategy,using refined operations,do differentiated products,differentiated marketing,differentiated services,reduce customer sensitivity to price,through differentiation to avoid price war to achieve corporate profitability.Finally,a series of guarantee measures have been proposed for the smooth implementation of competitive strategy for Shanxi Huairen Ceramic E-commerce Enterprise,including talent guarantee,financial guarantee,and brand building.