Research On Competition Strategy For The Domestic E-Commerce Market Of Hangzhou Fengyi Info-Tech Co.,Ltd.

In recent years,benefiting from the pointy support of state policy,the e-commerce market has been developing rapidly.As a force that can't be ignored,cross-border e-commerce has been on the golden train.The import cross-border e-commerce has captured the changes in the consumption concept of domestic consumers and provided high quality overseas goods for consumers.The export cross-border e-commerce,in the context of "going global",is encouraged to sell products overseas.In our country,whether it is the export or import cross-border e-commerce,its development model is mostly based on the domestic market,and then turn abroad.Unlike the aforementioned cross-border e-commerce,for the object of this paper,at the beginning of the establishment,it was faced the overseas market.After more than three years of hard work,the company has basically got a firm foothold.However,due to the slow recovery of foreign economies,the tightening of platform policy to Chinese sellers,the competition in overseas markets is more fiercer.In the domestic e-commerce market,it has the advantages of high quality service,independent "foreign brand" and so on,and also has the disadvantage of lack of competitive experience.How to choose the competitive strategy that is suitable for itself is the key to its success in the domestic e-commerce market.The introduction part of this paper discusses the background and significance of research on competition strategy for the domestic e-commerce market of Hangzhou Fengyi Info-Tech Co.,Ltd.,expounds the content and the main method of the research,summarizes the development and research achievements of competition strategy in home and abroad.The second part introduces the development of the company and the mixed competition status in the domestic market,points out the frequent problems in domestic market competition due to the lack of relevant measures,the insufficient understanding of the core-competitiveness,the inappropriate choice of onlineshopping platform,the backward internal management system and so on.In the third part,the competitive environment of the company is analyzed.The PEST analysis method is used to analyze the macro environment of the company objectively.In the political law,economy,social culture and technology etc.,There are not only favorable factors,such as the encouragement of the development of Internet users,the continuous expand of online shopping,e-commerce industry and the rapid development of Internet technology,but also some negative factors,such as a slowdown in economic growth and the increasing requirements of consumers.The Potter five force model is used to analyze the industrial environment of the company.That is,among peers there is fierce competition and strong potential competitors,high threat to substitutes,strong bargaining power of suppliers,and general bargaining power of buyers.From six aspects,the advantages of flexible organization structure,rich experience of electricity supplier operation,and financial management confusion are discussed.At the same time,lack of research and development capabilities are in reality.The SWOT analysis is used to match the internal advantages and disadvantages of the company,the external opportunities and threats,and provide four strategic principles.The fourth part,based on the analysis results,combined with the theory of competitive strategy,puts forward the goal of the company's competitive planning,and analyzes the possible impact of competitive strategy,such as cost leadership,specialization and differentiation on the company.It is suggested that the company adopt differentiated competitive strategy in the domestic electricity market,choose the online shopping platform,optimize product structure,enhance user experience and enhance product development in the process of implementation.In order to ensure the effective implementation of the strategy,four specific measures which are the construction of enterprise culture,the improvement of internal management,the marketing potential and the release of financial pressure,have been formulated.