Study On The Competition Strategy Of Small And Medium-sized Electronic Commerce Communication

As the continuous development of the Electronic Commerce industry, the competition between the enterprises increased. It led to the expansion of the economic scale disparity between the Electronic Commerce industries. Then monopolistic Electronic Commerce enterprises with higher market share such as Alibaba and Jingdong appeared, relatively there also exist some small and medium-sized Electronic Commerce enterprises which have lower market share as well as arduous production environment. Therefore, many enterprises primarily study how the small and medium-sized Electronic Commerce enterprises break through from the intense competition environment by means of creative communication methods. The article also briefly analyses this issue.From the point of communication, the communication reformation of medium-sized Electronic Commerce enterprises has become a new trend. To comply with the development of new Internet Age, they should break the independent development pattern of each department and set a communicative value chain. Therefore, the small and medium-sized Electronic Commerce enterprises should deeply analyze and demonstrate the Electronic Commerce market mechanism, and learn from the experience of the monopolistic Electronic Commerce as well as strengthen the corporations between the departments; also they should coordinate the overall development of the platform. Based on the cognition, the study object of the article is the electronic business platform which the medium-sized Electronic Commerce enterprises on the PC side build on, the article tries to analyze the development situation and the market pattern of the Electronic Commerce industry from the perspective of communication ecology, and then generalizes the communication value chain model of the small and medium-sized Electronic Commerce enterprises. Meanwhile, the article analyzes the functional division of each department and puts forward the problems that will appear in the progress of establishing the communication industry chain. Illustrated with the example of Alibaba, the article puts forward the competitive strategies and reform modes for the small and medium-sized Electronic Commerce enterprises under the “new media channel” theory. The article clearly raises and explains professional resource integration and the different creation style of platform. At the same time it comes up with various strategies such as how to integrate the media resource, develop the level of the enterprise media, accelerate the progress of media channelization and channel platform and cooperate with monopolistic platforms. And the article aims at help the small and medium-sized Electronic Commerce enterprises establish an integrated communication value chain.