Research On The E-Business Strategy Of SZHWX Company

The global trend of the smoking ban in public places and the rapid growth of electronic cigarette market demand has brought the enormous development opportunities for the electronic cigarette enterprises in Shenzhen.At the same time, along with the increasingly stringent regulatory policy and the domestic and foreign tobacco giant's intervention, the industry is facing overcapacity and the increasingly market competition. Shenzhen HWX Electronics Technology Co., Ltd. is a SME engaged in electronic cigarette R & D and manufacture,are increasingly faced with many difficulties.In order to overcome adversity and look for the development road,intends to build up their own online electronic cigarette brand and channels and improve the enterprise's competitiveness by e-business.This paper intends to use the strategic management and e-business theory to research the e-business strategy of HWX by combining theoretical and empirical analysis.First introduced the current status of the company and the e-cigarette industry, and detail introduced the macro-environment,the industry environment and the company's resources and capabilities by pest,five forces mode,value chain and cpm methods, concluded that the e-business strategy of HWX is feasible and pointed out the potential direction of it. And then introduced the significance and objective of e-business strategy, and formulated the positioning and selection of the strategy were based on the competitive strategy,traget market,business model and organization structure views.The last is developed implementation plans and safeguards and evaluated expected revenue.This paper studies for specific enterprises,helped HWX to develop realistic workable e-business strategy. At the same time, hoping to provide some extent reference value for other small and medium enterprises to develop e-business.