| Accompanied by the popularity of the Internet and the increasing level of people's living standards,online shopping has become an important form of shopping in the daily life of the people,plays an increasingly important role.According to the news of"Wall Street Journal" on January 5,2017,the research of eMarketer shows that the total size of Chinese online shopping has exceeded the United States',reached $899 billion in 2016,accounting for half of the global online shopping.In 2015,the Chinese online shopping sales accounted for 12%-13%of total retail spending.In 2016,the proportion is expected to reach to 18.5%,reached the first in the world.B2B,B2C,C2C and other form of online shopping platform has developped rapidly.In Double Eleven online shopping festival 2016,the Tmall platform accounted for 68.2%of the sales market,reelected the first of major electronic business platform.M company main Korean imports of maternal and child supplies on Tmall platform,from August of 2014.The company bases on a three crown shop on Taobao C2C platform.The company's long-term development strategy is to provide safe and comfortable user experience and value.M companiy strives to provide consumers with more quality product and service.With the continuous development of M company,,it is also faced with challenges in all aspects.The company is facing the external competition of Jingdong,Suning Tesco,Vips and other online shopping platforms.The company also faces the competition of other maternity product stores on Tmall platform.With the internal and external pressure,M company should develop the competitive strategy for its development to ensure the leading position.It is meaningful and urgent to solve the matter.This paper is based on the competition strategy of M company on Tmall.,uses SWOT analysis,PEST analysis and five competitive power model analysis tools,This paper systematically analyzes the current situation of China's online shopping industry,and then clear the key success factor in the industry.Secondly,this paper summarizes the daily operation of M Company,detailed analysis the M company's strength and weakness,and finally came to the M company's core competitiveness:brand value,supply,consumer group and user experience.This paper analyzes the internal strength and weakness of M company,external opportunity and threat,uses SWOT analysis tool to determine which competitor strategy M company should take.This paper summarizes the four core competency of M company:brand value,supply,consumer group and user experience.M company's advantage is mainly four core competitiveness.M company's disadvantage is unable to achieve the physical store shopping experience,high cost can not get a price advantage,the relative lack of resource.M company's external main opportunity is policy support for the online shopping industry,Tmall still maintains leading position,development of Mobile technology and application of mobile phone make online shopping more convenient,Alipay widely used to make the network pay safe and convenient.M company also faces external threat,Law and regulation are not perfect,Tmall's internal competition is becoming increasingly fierce,other shopping platforms rises,product and service are easily imitated.Through the analysis of M company's daily operation,which competitive strategy should M company use is determined,differentiation strategy can play a better competitive advantage. |
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