Research Ot Optimization Of HYX Group’s E-commerce Business Development

The time-honored brands are the best of the hundreds of years of competition in commercial and handicraft industry of China.They have become industry leaders through their hard work.Although the time-honored brand seems to be somewhat lost in the development of the modern economy,it still stands out from its own characteristics.With the change of people’s consumption habits,the time-honored brand is being challenged because of the backwardness of operational and management capabilities.Compared with the predominance of the time-honored brand,e-commerce has developed rapidly in recent years.The year of 2016 is the first year of China’s e-commerce “13th Five-Year Plan” and is the year of upgrade of China’s e-commerce.The development of the Internet economy is undoubtedly an opportunity for the time-honored brands that are mainly engaged in retail industry.They should grasp the new opportunities of the rise of consumption,adapt to changes in the market environment,expand the e-commerce business and make it stronger,and use its own advantages to combine resources to maintain its healthy development.As a time-honored brand,Hengyuanxiang(HYX)is mainly in the textile industry.This company always pays attention to the new development of e-commerce,and actively explores new e-commerce business.One of its main features is to upgrade its business with its brand.At the beginning of the e-commerce business,the group is experiencing a crisis in the weakness of its main business growth and it is in the overall downward trend.However,after years of operation in e-commerce,HYX got an income more than 2 billion yuan through the Ali retail platform in 2017.In the rank of “Top 100 Time-honored Brands in E-commerce in 2016’issued by the Ali Research Institute,HYX ranked the first.So,as a time-honored brand in the woven industry at the Internet time,HYX can become a typical and sample in the development of e-commerce business.This thesis conducts research through a combination of theoretical research and practice.It starts with literature retrieval and theoretical review and it studies the related theories of e-commerce model,Big Data analysis and The Long Tail.This thesis analyzes the challenges faced by HYX e-commerce business and the problems that arise during the development of the operation.First of all,the research combines the theory and case analysis method to think about the challenges and problems of the e-commerce business.Secondly,it compares and analyzes the optimization of HYX Group’s E-commerce Business Development before and after,to verify the effectiveness of the optimization method,and then propose measures to ensure development.This research analyzes the whole process of HYX e-commerce business development,proposes to build a balanced development of business model and commercial structure,enhance the brand consumption experience,reorganize the Group’s brand resources and other optimization measures,and summarize the initial results of HYX e-commerce optimization.Finally,it tries to combine the big data and long tail theory to propose safeguard measures,in order to provide some ideas for the development of e-commerce business of traditional enterprises,and provide some reference for the optimization and development of traditional enterprise e-commerce business.