Study On E-commerce Transformation Strategy Of A Fresh Company

The development of fresh enterprise is accompanied by the wave of internet.Influenced by the development of E-Business,the traditional fresh enterprise is in urgent need of a new strategy and a new means to exploit markets and deal with the shock of internet development.Recent years,the society has been paying more attention on the fresh enterprise and it is regarded as the last “Blue Ocean”,so a great number of entrepreneurs and traditional fresh retailers have set foot in it.However,more than a year ago,the suddenly capital decline towards this field sounded the alarm of fresh business,which implied that maybe most of the fresh e-businessmen developed in a wrong way.While,some people believe that not all the fresh e-businessmen are unsuccessful and the protagonists of this field are not the fresh projects that grow from the internet and don't have the offline toots but the traditional fresh retailers.This thesis is on the background of the traditional retail company,A company's practical situation.In the analysis of this company,it seems that the companies like A have gathered much experience and a lot of resources,but on the other hand they still have many pain points.It is hoped that this essay can find the significance of the e-business' s transformation.The first part is the introduction.Firstly,it will give a brief on the conceptions and current situation of fresh and fresh business.Secondly,it will introduce the current situation of the fresh e-business.The second part is the theoretical basis.It mainly elaborates the development history and central theme of marketing and strategic marketing.After summarizing the meaning and feature of strategic marketing and analyzing the construction and influence factor of enterprise strategy transition,it makes the preparation for the case analysis.The third part is the main body.It uses the PEST model,PORTER model and SWOT model to analyze the background,culture,system,competitiveness,the development of e-business and so on.It states the significance of the strategic transformation of A company through studying the difficulties,environment,dynamic factors and resistance factors.