The Analysis And Optimization Of QB Company's E-commerce Operation Strategy

As e-commerce is growing fast, large numbers of shops pour into the network retail market. A high degree of homogenization of products and the rising cost of promotion result in high operation cost and low profit of the online shops, many of which suffer great loss and in difficult financial situation. QB company as the study target, this article aims to analyze the problems in the course of e-commerce operation using interviews and data reduction, and make operation strategies suitable for e-commerce development, in order to help to reduce the operation cost, increase profit and gain competitive advantage.Firstly, this article states the background and significance of the study and induces domestic and foreign research theories, which lay a theory foundation for the article. Secondly, the article outlines the profile of QB company, gives the current E-commerce operation structure, and makes a complete analysis for the macro-environment and industry environment using PEST analysis model and Potter competition model. Thirdly, by demonstrating the current e-commerce operation strategy and inducing and analyzing the data, the article finds out the problem in the process of operation. Finally, based on the current network retail distribution method and the characteristics of QB company, the article optimizes the operation strategy and puts forward a new B2C+O2O e-commerce development model in target customer positioning, market promotion strategy, membership management system, after-sale service and network distribution.