Research On Business Strategy Of RT E-commerce Company

With the continuous development of mobile Internet and mobile communication technology,retail sales channels and consumption scenes have become more diversified,from traditional offline supermarkets to online traditional e-commerce channels represented by Taobao and JD,and then from online traditional e-commerce to community group shopping,community group buying,short video and live delivery.In the face of the above changes,RT company in the field of e-commerce needs to seek innovation and breakthrough in three aspects: direct sales business of agricultural products industrial belt,self owned(OEM)brand construction and brand agency business,and formulate different strategies for different businesses to adapt to the evolving market environment.This study combs the development status and current business strategy of RT e-commerce company,points out the new challenges faced by the company’s business,analyzes the external environment of RT e-commerce company by using pest theory and five forces model analysis method,and puts forward that RT company should adopt so combination strategy in the future by analyzing the company’s core competence and resources and using SWOT model to explore the advantages,disadvantages,threats and opportunities of RT company,The company’s business should adopt diversified growth strategy,put forward three business strategies of centralization,cost leadership and differentiation according to the business strategies of the company’s three major businesses,and analyze the safeguard measures and effects required by the proposed implementation of the new strategy.Through the research of this paper,it can not only improve the operating efficiency of RT e-commerce company and enhance the sustainable development ability of RT e-commerce company,but also provide some reference for other similar enterprises and enterprises at the same development stage.