Research On Business Models For Happiness Household Appliances Website

With the rapid development of Chinese economy and the steady increase of the internet penetration, E-commerce in China has stepped into the rapidly developed stage. The online shopping market has also attracted more and more attention. However, at the same time, the competitive environment for traditional enterprises is also more intense. Consequently, traditional enterprises pay more attention on how to use the network to enhance the strength of the corporate and achieve management innovation to cope with the currently fierce competition. This thesis conducts an empirical researche on the design of the business models for the project of the happiness appliance website.In this paper, it firstly analyzed the developed condition of E-commerce through the aspect of the network environment, the market environment, the scale of the market and the market of network retailing condition, and then established the base for the project happiness appliance website. Secondly, the related theory of the business model was used to analyze the 3C website's commerce model for the mainstream appliances in domestic. On the basis of investigation and analyzing China's household electrical appliances suppliers on the marketincluding home appliance chain enterprise market, home appliances and 3C online market, the business model's feasibility of the happiness appliance website was studied through the following aspects: target markets, business systems, and critical capacity, profit model and so on. Then SWOT was used to analyze the internal and external environment of happiness appliance website, and development strategies were made to rely on internal strengths to overcome internal weaknesses and external opportunities to avoid external threats. By comparing happiness appliance website with the relative competitors Suning's Tesco and Century's from the target groups, commodity groups, mode of operation, the main advantages, disadvantages and other aspects, the strategy was identified in response to the differentiations of the market competition. Finally, at the strategic level, the marketing strategy and implementation were given to happiness appliance website.