Study On E-Business Strategy Of Hunan Jinfenghou Dark Tea Limited Company

Hunan Jinfenghou Dark Tea Limited Company is a professional and traditional enterprise engaged in dark tea trading. After decades of careful management and brand building, the company has got extraordinary achievements and a certain group of customers. With the creation of science and technology, E-business has got rapid development in recent years, and market performance is remarkable. In face of opportunities provided by E-Business, Jinfenghou realized it needs to adjust its strategy to seize the opportunity provided by E-business, in order to develop E-business and achieve a better development.Taking Jinfenghou as an example, by analyzing the macroscopic environment, dark tea industry environment as well as Jinfenghou's internal resource and capability, combining with theory of Strategic Management and E-Business, this paper puts forward a feasible E-Business strategy for Jinfenghou, for purpose of improving the competitiveness of company. This paper analyzed domestic and foreign Strategic Management theories and E-Business theories, and make clear the research status of Strategic Management and E-Business at first. Secondly, it analyzed the macroscopic environment, dark tea industry environment and resource and capability within Jinfenghou, to figure out the advantages and problems in developing E-Business. Thirdly, it provided a plan for Jinfenghou to implement e-business strategy. Lastly, according to the company's specific situation, it indicated key points in the process of implementation of E-Business in the company and formulated a specific implementation plan.This paper made a research for the E-business strategy, made a plan for E-business orientation, Market targeting, E-business Platform, Product Strategy and ways of operation, then put forward a implementation plan, which provided a guide for Jinfenghou to develop E-business. Meanwhile, it took into account the overall development situation of dark tea industry, can also provide a valuable reference for similar enterprises of the industry.