Research On The Development Strategy Of Jindoujia Cosmetic Shop On Taobao Platform

Since the business model of Taobao entered China in 2003,after more than ten years of development,e-commerce has become the backbone of the Internet and an important component of national economic life and social life.With the huge impact of e-commerce on traditional business models,and more and more consumers are willing to shop online,rather than offline purchases,more and more brands,large enterprises,capital and human resources have entered major e-commerce platform in order to gain a share.This paper took Jindoujia cosmetic Taobao shop as a case study.The PEST analysis method was used to analyze the macro market status of cosmetics e-commerce in four aspects of political environment,economic environment,social environment and network basic environment.The future development trends of market was also predicted.At the same time,Porter's five-force model analysis method was used to analyze the market competition situation of cosmetics e-commerce,and comprehensively analyzed the business environment of cosmetics e-commerce.The operation status of Jindoujia cosmetic Taobao shop was analyzed and the problems in the current operation mode of Jindoujia cosmetic Taobao shop was pointed out.The problems mainly exist in the aspects of fuzzy operation strategy,unclear store positioning,insufficient talent team and insufficient marketing strategies.In view of the existing problems,the SWOT analysis method was used to analyze the strengths,weaknesses,opportunities and threats.A scientific,reasonable and operable strategic positioning,strategic objectives,strategic optimization and strategic implementation process were put forward for Jindoujia cosmetic Taobao shop.In order to ensure the smooth implementation of the strategy,detailed recommendations have been given in terms of organizational security,supply chain security,capital security and talent team building.The development strategy proposed in this study could improve the core competitiveness of Jindoujia cosmetic Taobao shop and make its development path longer.At the same time,it could provide reference and enlightenment for the operation strategy management of other small and medium-sized sellers on Taobao platform,and promote the healthy and sustainable development of the industry.