Research On Competitive Strategy Of AJ Electronic Commerce Company

Nowadays,China's e-commerce industry has been developed as soon as possible,while the growth is still in a rapid state,and related service industries and e-commerce information have emerged in the market.However,e-commerce enterprises must spend a lot of money on marketing promotion to achieve good development,but also face peer competition,using the way of reducing profits to fight price war with peers.So many B2C shopping websites have been losing money.For traditional enterprises,their development strategy needs to change the competition mode gradually with the change of users'needs.AJ e-commerce company is a professional e-commerce enterprise.With the rapid growth of e-commerce market and the decline of industry entry threshold,the industry competition is becoming increasingly fierce.Now,the main problem of AJ company is that it can make use of the theory of strategic management according to its own characteristics to formulate the company's development strategy,and strive to cope with various challenges and even threats.Be able to seize the opportunity in time to achieve the company's leapfrog development goals.Taking AJ Company as an example,firstly,the research status at home and abroad as well as the theory of competitive strategy,core competitiveness and resource-based theory are sorted out to provide ideas and clear research methods for this study.Secondly,the development environment of AJ company is analyzed from three aspects:macro-environment,competitive position,competitors and internal environment.The current development situation of AJ company is understood.Then,using EFE and IFE matrix,the competitive strategy is selected by analyzing the advantages,disadvantages,opportunities and threats of AJ company.The results show that external opportunities and internal advantages are very beneficial to the development of AJ company,and the opportunities and prestige are also very good.The total weighted stress score is 2.75,which is higher than the advantage and disadvantage score,so the company should Make full use of development opportunities to promote their own development.Finally,according to the above analysis results,in order to create efficient and high-quality cross-border shopping,and strive to become the leading e-commerce enterprises in the industry,we choose AJ e-commerce company's competitive strategic objectives,focusing on demand process reengineering and improving ERP management information system.By comparing the three competitive strategies,we finally decide to adopt the "target aggregation strategy" to implement the strategy from product differentiation to content.In order to ensure the effective implementation of the strategy,the safeguard measures of the development strategy are put forward.