The Study Of RFB Company’s Development Strategy Under The E-commerce Environment

The thesis states the impact of e-commerce on Chinese enterprises, managementmode resource allocation optimization and the development of small and medium-sizedenterprises have a patent product of independent intellectual property rights in modernsociety. RFB International Co., Ltd.(hereinafter referred to as RFB Company) is aninternational trade importer and exporter focuses on anti-wrinkle skin care and biologicalexperimental instrument study. RFB Company owns two global patents:“AutomatedBioprocessing Equipment and Method” and “Related Application of Argireline and ItsRamification’s Pro-drug”. RFB Company entered the e-commerce field in2009, itrepresented many international brands and used proprietary technologies to produceanti-wrinkle skin care products and sold online through e-commerce. At beginning, RFBCompany just followed the trend and the sales was flat and one year later, it fell into thechronic losses.On the basis of the current status of RFB Company and the general tendency ofChinese e-commerce, the thesis states the importance of strategic e-commerce in the fiercemarket competition. Hi-tech industry, which enjoys great national support, RFB shouldseize relevant policies to gain more benefits, utilize the proprietary technology as its corecompetitive advantage to speed up the development and realize the strategy of sustainabledevelopment. The thesis provides detailed analysis of development bottleneck of RFBCompany by researching the internal and external data. By SWOT Analysis, the thesisevaluated the vantages and disadvantages of RFB Company and forecasted theopportunities and threats, made specific strategies about brand marketing, companyinnovation and development of e-commerce.