| Along with the rapid development of e-commerce, profound changes havetaken place in the marketing and logistics fields. At the same time, new businessmodels continue to spring up in the United States. Among these business models,blind dropshipping is one of the latest, and it has been adopted by American onlinesellers for years.Under the blind dropshipping model, online sellers sell items without having tostock any products. After the customer pays the online seller for the item, the onlineseller would pay the supplier their price and send them the customer’s details. Thesupplier will ship the product out to the customer, and the difference between theretail price and the suppliers’ price will be the online seller’s profit.The online seller never having to touch the product, as the supplier ships it outto the customer. This type of arrangement is extremely beneficial to both the supplierand online sellers. The supplier does not have to open a storefront or hire salespeople to sell their products, and the online sellers do not have to invest cash inbuying stock.In theory, this kind of business model can create an extremely beneficialrelationship between the supplier and the online sellers. But in practice, the onlinesellers who have adopted this kind of business model found they have to face lots ofserious problems.The Axon International Trading Co. Ltd. was established in New York in2006.Its third Department adopted the blind dropshipping model and worked as an online seller on eBay American site.This article based on the business practice of the Axon International Trading Co.Ltd, it also analyzed macroeconomic and microeconomic circumstances which thecompany situated, and specified the opportunities and challenges which the companyfaced. After scientific research, the author put forward a solution plan and designs amarketing strategy for promotion selling of the company.The article is formed by four chapters.In chapter one, the author introduced the meaning and the background of theresearch, selected research method which will be applied to the article and restrictedthe scope of the article.In chapter two, the author analyzed the business model of blind dropshipping.In the second part of this chapter, the author makes a clear introduction of the thirddepartment of Axon International Trading Co. Ltd. In the last part of this chapter, theauthor described the selling problems which this online seller was facing.In chapter three, the author analyzed the business environment which thisonline seller was situated. As far as the e-business environment, this online seller notonly faced with keen competition from other online sellers, but also faced with strictmanagement by eBay. As far as society environment, individual consuming havebecome mainstream in nowadays America and the United States have stepped intothe economics of abundance. In the second part of this chapter, the author introducedthe famous Long Tail Theory. According to analyze sales data, the author proved thatthe Long Tail Theory also take effect on this sellers selling practice. In the last partof this chapter, the author makes SWOT analysis on this online seller.In chapter four, the author makes STP analysis on this online seller. Afterscientific research, the author designs a marketing strategy from product, price, placeand promotion aspects and makes a corresponding plan for applying the strategy topractice. |
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