The Research On The E-commerce Strategy In L Apparel Company

Nowadays, global companies are facing a revolutionary change on management trend brought about by a new technology--the era of E-commerce is coming into being. To a successful company, the most important thing is remaining invincible while the environments of society, economy and technology have changed. Bill Gates once said:"21 Century, or E-commerce, or out of Business Services." it shows how important EC is to the companies.With development of network technology and growing number of net users, the virtuality, commercial feature, universality, low-cost, service and high-efficiency of e-commerce are offering great market prospect and potentiality to apparel companies. It's a blue ocean market. Seen from a certain perspective, this is a one in a thousand chance of reshuffle for apparel companies.L Apparel Company once had a brilliant achievement. But with increased industry competition, L Company faces some problems such as declined performance, depressed income etc. and needs a progressive and proper strategy to make revolution. The development of E-commerce provides L Company an opportunity. Some adjustment and improvement have to be done in order to develop E-commerce successfully in L Company. This thesis made some analyze and research on how to apply E-commerce strategy in L Company.The main work of the thesis It introduced significant meaning for L Company to develop E-commerce;It concretely analyzed the application status of E-commerce in apparel industry, especially some special apparel companies and L Company could gain enlightenment from the experience of these companies; It made a critically analyze on the operating problems of L company in the full aspects;By combining the theory with practice and making use of strategy management theories such as SWOT, the thesis discussed the necessity and feasibility of applying E-commerce in L Company.In chapter 5, the thesis gave some proposals and strategies on how to develop E-commerce in L Company in the aspects of enterprise strategy, theory of business, talents' policy, technology application and marketing.Though the study of this thesis is on the basis of a specific company, its operating thoughts of E-commerce could be used as a reference to similar companies.