Research On Competitive Strategy Of E - Commerce Enterprises

In the21st century, the rapid development of china’s e-commerce made important influence to our national economy and enterprise management, because of its characteristics such as high-efficient communication and convenient traffic and no limited space and time and etc. This paper makes a further complement on the whole theory system by the study of china’s e-commerce enterprise competitive strategy. It makes some practical reference to china’s e-commerce enterprise competitive strategy and strategic solution. It also helps enterprise put this theory into practice of management.Combined the study of theory with analysis of the Tmall case, this paper states the competitive strategy theory of user-guide based on the research of e-commerce theory and enterprise management theory and the competitive strategy theory. Then, it analyzes the internal and external environment of the e-commerce enterprise and the innovative strategy of user-guide by PEST, Porter’s Five-Forces Model and SWOT. And it offers effective theoretical analysis method and competitive strategic analysis method to the development of the e-commerce enterprise.At last, as the Tmall enterprise for a practical case, this paper analyzes the Tmall’s core competitiveness by some strategy research tools and states three competitive strategies including platform-upgrade strategy and supply-chain strategy and differentiation strategy. And meanwhile it states three respectively solutions including innovative service model of key customer; reinforcement of key product’s service; construction of strategy alliances and realization the connectivity. This paper makes practical reference to formulation and implementation of our e-commerce enterprise’s strategy.