Research Of Customer-competition Strategy In Jingdong Mall

Jingdong mall is the largest domestic vertical B2C shopping website at present,rank only second to Tianmao in the B2C market. Jingdong mall will face morecompetition from other websites. How to get more competitive advantage in thefierce competition become the problem, which the B2C enterprise must consider.This article analysis the current state of competition of Jingdong mall firstly fromthree aspects, which are the customer structure, size of the market, developmenttrend.And then form EFE matrix through analyzing the macro environment andindustry environment of Jingdong mall, summing up the opportunities and threats ofexternal competitive environment factors, and comparing the enterprise culture,management mode and core ability, etc, with the key competitors in theindustry.Afterwards, some key functions between the enterprises such as the interfacefriendly, logistics and after-sales service, etc, which based on the customer shoppingexperience, are made comparative analysis to form CMP matrix of Jingdong mall,Tianmao, Dangdang and Suning mall.In the end, obtain four types of strategic: SO、ST、WO、WT, after matching the opportunities and threats as well as the advantagesand disadvantages of Jingdong mall. Ultimately, form customer competitiondifferentiation competitive strategy of Jingdong mall combining with Porter’s threebasic competitive strategy, and put forward the implementation plan.In this article, through the study of Jingdong mall’s customers competitive strategy,the differentiation strategy is chosen as the final competitive strategy of Jingdongmall, which is not only great significance to the development of Jingdong mall, butalso guidance for the whole industry.