A Case Study On Strategic Evolution Process Of E-commerce Enterprises

In today's society,with the acceleration of global economic integration and the emergence of new technologies,enterprises are facing an increasingly complex and changeable "hyper competitive" environment.In this highly dynamic environment,new enterprises can seize the opportunity to establish a competitive advantage in the rapidly emerging niche markets,but may also be defeated later in a very short time by rivals.Therefore,implementing strategic evolution in the dynamic environment has become the fundamental guarantee for enterprises to obtain sustainable competitive advantage and achieve sustainable development.As a new industry,e-commerce is in a typical dynamic environment,"the only constant is change" is a true portrayal of the development process of such enterprises.Because of vagueness,uncertainty,and complexity of the external environment,the successful enterprises often need to implement strategic evolution to maintain its competitive advantage.They are good models of modern enterprise strategic evolution issues.In this paper,through case studys of Alibaba and Jingdong,we want to answer the following questions: 1)General evolution process of business enterprise strategy and its growth mechanism.2)The main factors driving the strategic evolution of ecommerce enterprises and its typical features.In this paper,based on the analysis of the relevant domestic and foreign literature,through the comprehensive analysis of the existing strategic management theory,we construct the research framework of e-commerce company strategic evolution.According to the source of secondary datas,we build the key event set of case enterprises to analyze,summarize and discuss the strategic evolution processes of two enterprises respectively by applicating the model in their window periods.The characteristics of strategies,competitive advantages,resources and capabilities are described and discussed.Finally,through the cross case analysis on two cases,we refine the common attributes of e-commerce enterprise strategic evolution process,then come to the conclusion of study.The results show that: 1)There are some regularities in the process of e-commerce enterprise strategy evolution.The process includes three phases: start-up period,growth period and maturation period.There is a common growth model in each period.2)Dynamic capabilities are the major drivers of strategic evolution,they shows different dimension in each period.3)There are obvious characteristics of path dependence in the process of e-commerce enterprises strategy evolution.It includes three levels: strategy level,dynamic capability level and resource-capability level.Its dynamic consistency occurs in all levels.