Research On The Development Strategy Of Network Retail Trade Of Huli Xiamen

Recent years, in Huli District, the total retail sales of consumer goods slow down itsgrowth, meaning that new consumption motivation is engaged to be stimulated. Right atthis moment, the blooming of network retail trade play an important role. However, thefast growth of network retail trade may not last for a long time because the cardinalnumber is always small at the beginning but will be bigger and bigger later. There aresome worries about the development behind the fast growth, such as low efficiency andvicious competition that could be ignored.This paper carries on a questionnaire survey guided under the industrial chaintheory and ecosystem theory, for comprehensively understanding the development andenvironment of network retail trade enterprises in Huli District. To know the currentstatus of Huli District network retail trade development better, this survey involvesnecessary indicators such as aggregation and scale of industry, category and originplaces of products, cost composition and profitability, employment structure,warehousing and logistics; To better study the internal and external environment of theindustry development, this paper provides related data and literature under thebackground of Xiamen E-commerce developing history; To find out the problems thatenterprises have encountered and shortages of the environment for developing, we usesome methods such as SWOT to do analysis.At the end of this paper, An ecosystem which is suitable for the network retail tradedevelopment of Huli District has been built, and some operational measures that thegovernment could implement have been raised, also, suggestions which may be good forthe enterprises to adjust their developing strategies have been pointed out. Under such anecosystem, Huli District will show its locational advantages thoroughly, enhance thecompetitiveness of its network retail trade, exert the distribution function underE-commerce development, help to improve the market share of E-commerce of HuliDistrict or even the whole Xiamen, meanwhile, promote the growth of its network retailtrade to be better, orderly, and sustainable.