Study On The Strategic Transformation Of Developing E-commerce In Traditional Retail Enterprises

With the rapid development of e-commerce, and penetrated into variousindustries and fields, the traditional commercial retail enterprises are increasinglycaught in dilemma. Consumers choose goods at the mall, but Turn around and buyfrom the internet. How to prevent a entity shop evolved into e-commerce,"dressingroom" and "experience store" has become placed in front of the traditional retailbusiness enterprises. In the online shopping boom, many traditional retailers have alsorealized the enormous opportunities of e-commerce brings to the retail industry, whichlike a swarm of bees swarming into the ranks of e-commerce. However, after a periodof operation, many traditional retailers have found the online retail business to spendhuge sums of money but did not get proper operating income improved. Cause of thefailure is multifaceted, in addition to the lack of professional talents in electroniccommerce and operational experience, the lack of investment funds due to the lessvisit rate of daily average IP address, and unable to contribute to sales, the businessstrategy is not clear, the strategic transformation is not properly，online and offlinebusiness conflict and other reasons, both to the traditional retail enterprises to develope-commerce caused obstacles.Suning Appliance as the country’s largest retail company, is representative ofChina’s chain retail enterprises. Suning E-go is a new generation Suning B2C onlineshopping platform, in August2009on-line test operation.2012Suning E-go ’s totalrevenue of18.336billion yuan, sales rose210.8percent, ranking third in China’s B2Cwebsite. In this paper, we use the traditional retailers Suning company to develope-commerce business as the research object, through a literature survey and casestudies on the Suning company to carry out the experience and lack of e-commerceare analyzed and summed up. By analyzing the development of electronic commercein the process of Suning’s strategic model and strategic transformation route, itsinternal and external environment in which to analyze and understand the advantagesof its strategic successes and shortcomings in the highly competitive online retailmarket, so as to provide a good reference for our other commercial retail enterprisesin developing e-commerce.