Study On The Integration Strategy Of FJX Corporation

In recent years,with the rapid development of the e-commerce,the improvement of the third-party payment platform and its safety,online shopping develops fast and has become a fashion of modern society.As the most popular healthy exercise in the world,Yoga has also made a wave at home,and the Yoga products market grows up at the same time.To meet the needs of this specific exercise,Yogo accessories emerges as a huge segment market.Founded in 2013,the FJX Corporation is an e-commerce company selling Yoga accessories.After three years,the company has got a firm foothold in the market and yet faces several bottlenecks,such as product homogeneity,price war,The gross profit margin of the product is declining year by year,unstable supplies,low cost-efficient logistics,risks of violating intellectual property right,and online sales being the only sales channel.The paper analyzes and evaluates the company's external and internal environment from PEST,EFF and IFE approaches.In light of the challenges the company is facing,it formulates an integration strategy by using theories of strategic management and QSPM analysis,and suggests implementing the strategy through backward integration and forward integration.Based on the analysis of the risks of implementing the strategy,the paper puts forward a series of measures,including fostering strategic-thinking corporate culture,reconstructing management structure and,introducing and developing talents with comprehensive e-commerce management skills,so as to ensure sustainable development of the company.Based on a comprehensive analysis of the FJX Corporation,the paper puts forwards an integration strategy so as to help the company achieve the goal of becoming ‘a famous Yoga accessories company',as well as to provide some insight for other domestic e-commerce companies.