Research On The Competitive Strategy Of Youlu.net

Since the 21 st century,along with the popularization of Internet,and the improvement of common people's economic strength as well as personal income,we have witnessed some significant development of the online shopping market.In pace with the optimization of online shopping environment and the rise of Internet population penetration,the competition in this field has become ever increasingly fierce.Take B2C(Business-to-Consumer)websites for example,they have gradually come to more importance for their excellent products and services.However,a bigger portion of the market has been taken up by large and comprehensive platform type websites,while a great quantity of small-to-medium sized vertical websites are having a difficult time even just to survive.Confronted by the platform type websites who usually possess more entrances of Internet flux,diversified products,self-run logistics service and richer capital,it's high time for those smaller vertical websites to choose their best development strategies and gain a sloid footing in the market.Setting youlu.net as the object of study for small-to-medium sized vertical websites,this paper will start from the definition of B2 C site,its categorization,features and profit models,then move on to the SWOT(Strengths,Weaknesses,Opportunities,and Threats)analysis for this particular site.Moreover,there will be research & discussion of its competitive strategy on the basis of Michael E.Porter's theory,and finally reach the suggestion to pursue a Focus Strategy.Chapter 1 will state the background and meaning of this topic,and lay the theory foundation for B2 C sites' profit models and the development of strategies.The 2nd chapter will describe the development course of B2 C websites and list out their different categories based on the types of products and services being offered.Through elaborating on the features and profit models of vertical sites,this chapter will raise the issues currently being confronted and present the analysis of the strategy selection for these sites.The next chapter will lay out the SWOT analysis/matrix for youlu.net.What follows in Chapter 4 is the introduction to all the possible strategies for youlu.net,and the final recommendation to pursue a Focus Strategy as well as the detailed justification behind it.Chapter 5 will,out of political reasons and the Focus Strategy mentioned above,propose other effective strategies,such as deep market segmentation,target customers,extended service contents,and brand image promotion,etc.Finally,in the 6th chapter,conclusions will be drawn from the research upon youlu.net above to some suggestions to vertical B2 C websites.This paper aims to provide help to vertical B2 C websites and their development.Only with strong brand effect led by own characteristics,and highly professional and individualized products & services could these small-to-medium sized vertical B2 C websites survive,and even thrive in this market.