Research On Electronic Commerce Development Strategy Of CA Company

With the popularity of internet, electronic commerce achieves rapid development. In order to gain a sustainable growth, traditional companies must be proactive in participating this trend. As an export-oriented textile factory, CA company expects to accomplish three goals in developing electronic commerce:enhancing the visibility of company and brand, optimizing customer system as well as opening up new profit growth point. However, because of the problems existing in the development process, CA company fails to attain the above targets.There are four main problems in CA company’s electronic development process. Firstly, it lacks real channel building in the fields of industry websites and third party electronic commerce platforms. Secondly, influenced by issues such as messy layout, slow response and inadequate marketing strategy, the company website doesn’t function properly as publicity and community tools. Thirdly, online shopping mall goes into stagnation for the lack of enough attention and effective marketing methods. Finally, for CA company’s Tmall shop, corrective measures need to be taken in the internal construction and external marketing strategy.Based on the above issues, the thesis tries to use electronic commerce and internet marketing theories together with questionnaire, telephone communication and case analysis to investigate the reasons, working out scientific solution to each issue. Firstly, multi-channel structure is the main route in today’s electronic commerce market. CA company should enter B2B platforms such as texindex and Alibaba to change the current single channel condition. Secondly, the company website should be optimized with the principle of good user experience. Meanwhile, based on the optimization, the network promotion of company website can be enhanced via PPC mode. Thirdly, successful020cases can be used as reference for creating the unique O2O business mode in CA company’s online shopping mall. This work will rely on the scale advantage of C group. Finally, based on the analysis to results of questionnaire, the company should take corrective measures in product mix, service quality and pricing strategy in Tmall shop. As for the promotion measure, database marketing will be a realistic option.In the implementation process, the above corrective measures need four aspects as safeguards:attention from top mangers, professional operation team, scientific performance appraisal system and informative management. At the same time, the target of going out of the difficult position can only be attained by continuous review and adjustment to planned corrective measures in implementation process.