Research On The Competitive Strategy Of B2C E-Commerce Sales Platform Based On Network

In 2015, "NPC and CPPCC" period, Li Keqiang Prime Minister "Internet+" theory, encourage the integration of traditional enterprises and the Internet, the development potential of B2C e-commerce began to be recognized by society.B2C electronic commerce not only has the advantage of low cost, high efficiency, but also reduce the network retailers entry barriers, promote the change of mode of electronic commerce and online shopping market expansion. At present, the B2C market has become the main driver of online shopping industry. Is expected in 2015, B2C accounted for in the overall market size of online shopping in the proportion of more than C2C.B2C electronic commerce also brings the e-commerce market environment, business model, resulting in a variety of payment form, logistics, information flow and cash flow segmentation, and separation of business flow, logistics, and make the industry competition is more intense. Therefore, it is very important to research the B2C e-commerce enterprise competition strategy.This paper is divided into six parts:The first part is introduction. It mainly introduces the research background, research purpose, research significance, and summarizes the research status of B2C e-commerce, at the same time, the research mentality and the research method of this paper and research innovation points of this paper.The second part is the core concepts and related theory. The concept of electronic commerce, stage of development and market characteristics are introduced, and the operation mode of B2C e-commerce sales platform based on network.The third part is current situation of development of B2C e-commerce enterprise Chinese. The first e-commerce enterprises on the market environment, PEST analysis, and the electronic commerce enterprise strategy analysis, and points out the existing problems.The fourth part is case analysis. The Tmall mall development history and operating rules, using SWOT analysis tools, to Tmall business marketing strategy are summarized and analyzed.The fifth part is the countermeasure research. Summarize the existing B2C e-commerce enterprise operation process, analysis of the causes of the problem, and the competitive strategy of e-commerce enterprises to adjust and perfect put forward a constructive suggestion.