| S Fashion Co. already has a large number of offline stores; it’s a difficult issue for S Co. to combine the offline and online channels and increase the sales.Creating a B2C ecommerce platform for S Fashion Co. was presented as proposal in this thesis after the trend study of the international and domestic ecommerce platform development. The study includes the global ecommerce platform development analysis, the pons and cons of the different styles of platforms, internal and external environment research of S Fashion Co., and the resent barriers that S Fashion Co., has. The thesis explained importance of the ecommerce platform for the traditional retailers, and proposed the best model which is the cooperation of the brand owned platform and the flagship store on Tmall.com. The expert interviews and the consumer survey were applied to test the model, which include the acceptance research of the online purchasing, the online purchasing for garment and the preference research of the online purchasing for S brand apparel. The best model was been proved by the analysis of the expert interview and consumer survey finally. The working plan of platform building has been drafted afterwards based on the theory study of the enterprise competition strategy, the collection was decided accorded with the guidance of the product differentiation strategy and the cost advanced strategy. The promotion plan was worked out which could help us to increase the consumer stickiness and good for our branding in the ecommerce world. In the last chapter, the sales evaluation has proved the proposal has potential strategy value and the generous pay back of profit. |
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