| Economy and the rapid development of modern technology has spawned a neweconomy--network economy. Network channels and to convey information from the Internetas a technology platform and Internet network will market and users to connect together,together with certain rules and regulations, to form the circulation of commodities andeconomic development platform. Online retail refers to the Internet or other electronicchannels as a medium of exchange, both parties according to the network consumer demandfor goods or services provided by a product or service, and in the process to achieve thetransfer of a product or service and consumption. This article research on the development ofonline retail enterprise carried on more thorough and careful research and analysis, to make itmore comprehensive and systematic.This paper will take the enterprise life cycle as the breakthrough point, combined withthe enterprise platform strategy of this theory, a network of retail enterprises is discussed inthis paper the growth of the enterprise group development, to draw retail enterprisecomprehensive platform strategy based on the life cycle of network model. This article isdiscussed from the current situation and problems of the development of online retailenterprises, combined with case analysis. Overall research train of thought is a theoreticalanalysis model of the current situation of support, finally combining with the development ofJingDong mall, the online retail enterprise to verify this model and expounds the developmentof enterprises has certain regularity, namely enterprise life cycle track, each life cycle havedifferent characteristics of different problems, therefore, enterprises need to combine eachstage’s stage of development cycle for the specific strategy, so as to guarantee the network ofretail enterprises sustainable development.In this paper, the research conclusion, can be summed up in the following three aspects:(1) Enterprise life cycle is divided into initial growth stage decline the four main stages.Every stage of different enterprises face different tests and challenges, so we need different development strategy.(2) The emergence of enterprise platform strategy has injected new vitality to thedevelopment of China’s e-commerce: created a new mode of industry, the industry valuechain from the unilateral development into multilateral; Using the network effect implementexpansion type development; Continuously explore new business opportunities in the market.(3) Relative to the network retail at different stages of enterprise life cycle, the use of theplatform strategy and reflects the strategic value of it is not the same, so relative to differentstages of enterprise development, should be from different angles and methods using theplatform strategy, build solid platform for a long time ecosystem.In the end, the innovation is points of this paper First of all, the paper selected topic has astrong sense of time, supported by life cycle theory to the enterprise development at differentstages of enterprise development platform strategy has carried on the analysis of the choice,has certain value of theoretical innovation Secondly, this article through to the network ofretail enterprises established in different life cycle and using the system analysis of platformstrategy, sums up the establishment of a platform strategy and strategy use, put forward themodel of integrated platform strategy based on corporate life cycle, for the application of theemerging network retail enterprise platform strategy Provide advice and referenceestablishment and firm growth.Along with the development of online retail enterprise application platform strategy willbe more and more, also will be more and more important to the development of enterprisesInsufficient in the study of future research in this thesis will make things up and improved,and theoretical research deepened, for online retail enterprise platform strategy based on thetheory of the life cycle of research will have more research perspective. |
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