Research On Competitive Strategy Of Agri-fresh Produce E-commerce Enterprise

In recent years,with the rapid development of e-commerce in China,e-commerce gradually penetrates into various traditional industries in the promotion of consumer demand and national policies like "Internet plus" or "supply-side reform".Agri-fresh produce e-commerce takes advantage of this opportunity to come into public view.After several years of market exploration and start-up,the current domestic agri-fresh produce e-commerce industry enters a high-speed growth period,the market scale has been growing year after year,which reached 139 billion yuan in 2017.However,although the general developing momentum of industry is good,the individual business situation is not optimistic.Because of the high operation cost and the unordered market competition,only 1% of the enterprises in the industry can realize profit.In the last two years,many enterprises have been bankrupt.Therefore,in the face of the severe market competition situation,the agri-fresh produce e-commerce enterprises scientifically make the competitive strategy conforms to their own development,which will help them stand out in the fierce market competition.Therefore,in this paper we aim to study on the competitive strategy of agri-fresh produce e-commerce enterprise.In the process of research,the industry status is clarified through the analysis of industry development.Through PEST Model analysis and Porter's Five Forces Model analysis,the external environment of enterprises including macro management environment and industry competition environment is mastered.Then the external environment factors suitable for the whole industry reference are obtained.At the same time,in order to make more in-depth and specific research on the method and process of making competitive strategy of domestic agri-fresh produce e-commerce enterprises,we further select a sample of "JD Fresh" as a case,which is in the lead and representative in the industry.In the course of the case study,through the internal environment analysis and EFE&IFE matrix,we know JD Fresh's abilities dealing with the external and internal environment factors are all strong,while its internal advantages are prominent,and the external opportunities can be effectively used and the external threats can be resolved.Then,through SWOT analysis,alternative strategies feasibility analysis and QSPM matrix strategies evaluation,we come to the conclusion that the best competitive strategy which should be selected by JD Fresh is differentiation.On this basis,some specific implementation plans and safeguard measures of the differentiation strategy of JD Fresh are proposed.So through the specific process of making and implementing competitive strategy for JD Fresh,it can provide reference for other domestic agri-fresh produce e-commerce enterprises.