Research On The Development Strategy Of Private-owned Auto E-commerce Company

The automobile industry is one of the most important industries in China,which has created great economic and social values.Internet industry is a science and technology industry with rapid development and wide influence.Under the influence of the Internet+ wave,it provides strong support for China’s economic transformation and industrial restructuring.The research object of this paper is E Company,a private automobile e-commerce company,which was established in November 2013.With the vision of "becoming the most powerful automobile e-commerce company in China" and the mission of "transforming automobile sales mode and maximizing user experience".In this paper,the current situation and development process of E company are introduced in detail and elaborated in depth.This paper analyses its external environment and internal resource capability,and studies its strategic objectives and the development strategy that E company can adopt.Firstly,the external environment of E company is analyzed,including PEST analysis of macro environment,that is,the analysis of political,legal,economic,social and technological factors;secondly,the five-force model is used to analyze the existing competitors,potential entrants,substitutes,suppliers’ bargaining power and buyers’ bargaining power in the same industry.Five competitive forces are analyzed in terms of bargaining power.Thirdly,through the analysis of a major competitor and E company’s internal resource capacity,the development trend of E company’s industry and the common problems faced by the industry companies are found,which provides the basis for the following strategic formulation.Finally,when choosing the strategy,using SWOT analysis tools,this paper analyses the strategies that E company can adopt,that is,the overall strategy of E company is related diversification strategy,and the competitive strategy is centralized differentiation strategy.By maintaining strategic stability,adjusting organizational structure,changing employing concept,expanding sales channels,strengthening marketing activities and other measures to ensure the implementation of the formulated strategy.