Research On The Development Strategy Of Haier Corporation Electronic Commerce Limited Company

Since the mid 1990s, the e-commerce enter China, along with the rapid development of economy as a whole, such as computers, mobile phones, smart devices in the national popularity, the development of e-commerce is tight with the pace of China's rapid economic growth and the curves. Since the twists and turns of e-commerce development for more than 20 years in China, has experienced the bud stage, overheating, trough, recovery and mature period.. According to the Internet Statistics, Chinese e-commerce market size achieve 16 trillion and 400 billion yuan in 2015, growth of 22.7% than 2014. With online shopping growth 36.2%, has become an important force to promote the development of e-commerce market. Retail sales of e-commerce in the Chinese economy in the proportion continues to rise, the abnormal growth of online shopping market rapidly. According to the National Bureau of statistics data show that, China's total retail sales of consumer goods reached 30 trillion and 100 billion yuan in 2015, Chinese online shopping market size is 3 trillion and 800 billion yuan, online shopping in the total retail sales of social consumer goods accounted for 12.6%, representing an increase of 36.2%.. According to the analysis of online shopping market structure in the same period last year, the overall market in B2C retail sales accounted for 51.9% of the year, accounting for more than C2C for the first time; through the network retail market analysis, Tmall is the champion in B2C market, Jingdong, suning.com, vip.com, Gome online also growed rapidly, the total size of more than 30%.The article expounds that haier group electronic commerce co., LTD. (referred to as "Haier electronic commerce company") on the development and planning,, set e-commerce development strategy in the future. Using the SWOT, Ansoff matrix, model of value chain analysis strategic development plan of the existing. Studying internal and external environment, strategic positioning and development path, analysis Haier electronic business advantages, disadvantages, opportunities, risks, on this basis, the strategic choice, the implementation of growth oriented development strategy. In this paper, Haier electronic commerce company analyzes the problems in the development process, in accordance with the company's development strategy plan to solve the problem. Haier electronic commerce company is through integration, the use of customized, interactive led strategy, its business development, pull open the gap with competitors, realize the strategic target for whole Internet channels leading. The author puts forward the Haier electronic commerce company through the organization structure adjustment, operating system optimization, Internet culture cultivation, implementing measures, such as strategic control will get development strategy carried out smoothly, make the company's performance in the explosive growth. In the article the author analysis the future of haier is committed to become the Internet company, provide consumers with intelligent home solutions, focusing on form a new mode of production, business model, and implementation of mass customization. Haier electronic commerce company is using one of the customized Internet business, meet customer's individual needs at the same time, reduces the pressure of supply chain and capital of the enterprises, the future with the development of 3D printing, intelligent manufacturing, believe customization mode of operation will be more, make more users to enjoy the personalized products and services. To ensure smooth implementation of the strategy, Haier electronic commerce company in human resources, information system building, supply chain management can be adjusted to adapt to the Internet and guarantee the smooth implementation of the strategy.The innovations of this thesis tell us that the roots of the traditional enterprise e-commerce development strategy formulation and implementation of success is to achieve the transformation of the interaction with the user model, interactive scene change from line to line, to achieve zero distance communication with users. Revealed through the choice of development strategy to realize massive customization business model, to meet the user's individual needs, to achieve the F2C (factory to customer) and C2F (customer to factory) interactive mode, which is the development trend of Internet e-commerce business.