Twenty-one Tang Technology Co., Ltd. Electronic Commerce Strategy Research

Since joining WTO10years ago, the clothing market in China has turned from the typical sales market to the buyer’s market. The clothing production enterprises’profit space has been smaller and smaller, the product differentiation degree has been lower and lower, which make the survival condition of clothing production enterprises become a sure difficult. So far, the internationally well-known clothing brands all have their own electronic commerce system, which is relatively perfect. This kind of system is becoming one of the most competitive core advantages; in contrast, most of the domestic clothing enterprises have not operated the usage of electronic commerce. Although some companies have built the electronic commerce sales platform since they were established, overall the application of electronic commerce in domestic clothing industry is still in a primary stage. According to this situation, this paper tries to detect the role played by electronic commerce in domestic clothing industry, raising21Tangren Technology Co., LTD. as an example.This paper strictly follows the research thinking as "find problem-analysis problem-offer proposal-summarize proposal" with seven chapters to research electronic commerce strategy in21Tangren Technology Co., LTD. The first chapter is introduction, introducing the background, current situation, meaning, objective, research method and content. The second chapter is an overview of theories using in this paper, such as electronic commerce theory, customer relationship management and PEST theory, etc. the third chapter is analysis of current electronic commerce application in Tangren Company. Firstly, it analyzes the current electronic commerce application in clothing industry and Tangren; then from the strategic height, it dissects the macro environment, competitors, and competitive situation of Tangren to make the electronic commerce existence problem clear; last, it raises the significance of puts forward the electronic commerce strategy on the company, followed by the strategic target and positioning; Chapter four is for the specific content of electronic commerce strategy. It aims to solve the shortcomings of the electronic commerce in Tangren from four aspects: strengthening information constructions, improve management mechanism, strengthen the customer relationship management and construct the online payment platform. The fifth chapter Puts forward the security measures to implement the strategy, including adjusting the structure of the organization, forging the company network brand and establish credit system. The last chapter is for conclusion and prospect.