The Study Of E-Tailing Product Marketing Strategy And Supplier Cooperation Model Of Dashang Group

With the rapid development of internet, E-Tailing, an emerging retail form has been a high-speed expansion. Over the years, there were great many domestic E-Tailing enterprises, with their high-growth performance, the survival and prospective market of traditional retail enterprises have bean threatened. Consequently, Dashang Group and other traditional retail enterprise have worked up E-Tailing market and built E-Tailing websites. But, in traditional retail enterprise, the development of E-Tailing has been affected by business thinking of the past, and exposed many problems. This paper, according the analyzing situation of domestic E-Tailing market's development, studying of the development of Dashang E-Tailing and offering more business models, emphasized the importance in developing E-Tailing market. Besides, it also found the strengths and problems for expansion of Dashang E-Tailing.This paper, with the theory of competitive strategy and value chain, analyzed simply the state of E-Tailing by the actual situation of Dashang group. These analyses show that, in E-Tailing, the cores part of Dashang competitive strategy and value chain are product strategy of website and model of cooperation with suppliers, which is the focus of this paper.This thesis, through studying of framework of Dashang E-Tailing business model, indicated that the category module should be used to the framework of Dashang E-Tailing website. With analyzing of every strategy of Dashang E-Tailing and studying of tow basic forms of cooperation with supplier, this paper emphasized the Dashang's strategy and form. The application of these basic product marketing strategies and supplier cooperation model could effectively speed the step of Dashang E-Tailing.