Analysis On B2C E - Commerce Strategy Of Golden Eagle Business

The retail business in China is in a rapid growth stage. The small profit margin and disconnect between size and profit, however, have limited the further development of the retail industry. With the significant increase in the income levels of Chinese consumers and the readily access to the internet in China, online shopping has increasingly become more popular in China, especially for the younger consumer group.More and more retail businesses have realized the importance and necessity of electronic shopping. However, when asked about the specific plans for implementing electronic commerce strategies, the business managers usually have no clear answers. Those traditional retail businesses that have entered the field of B2C electronic commerce face such problems as the slow online business growth, the conflicts between the online and in-store prices, and the stubbornly high cost of shipping logistics.As a super national retail business chain with annual revenue over10billion RMB, Golden Eagle International Retail Group plans to enter B2C electronic commerce field. At this critical moment of the growth of retail industry and electronic commerce, an in-depth analysis of the competitive strengths and weaknesses as well as the opportunities and challenges in the market environment is necessary.This paper first discusses the background, the goals and the potential implication of our research. The main ideas and the structure of the paper are also presented. Subsequently, the trend of the development of the retail industry and electronic commerce and the operation performance of Golden Eagle are introduced. This paper then utilizes the PEST analysis to perform macro-environmental analysis of the initiation of B2C electronic commerce by retail businesses, including political and legal factors, economic environment, social environment, and technological factors. Furthermore, we provide the analysis of the current status of the domestic and international retail B2C electronic business and major domestic competitors. With regard to the internal environment, this paper offers the internal resource and capability analysis and elucidates the strengths and weaknesses of Golden Eagle in the implementation of B2C electronic commerce operation. We evaluate the core competitiveness of various resource capabilities and the possible competition outcome. Combining the analysis of external and internal environments, SWOT analysis model is used to illustrate the strengths, weaknesses, opportunities, and challenges for the initiation of B2C electronic commerce by Golden Eagle. Matching analysis is also performed. Finally, in accordance with the strategic goals of Golden Eagle B2C electronic commerce, the implementation of these strategies is described, including business and profit models, consumer groups, the selection of goods and business operation, internet sales and marketing, warehouse distribution and payment, organization and personnel, etc.