Research On The Model And Strategy Of E-commerce Platform Enterprises' Physical Retail Layout

In recent years,with the slowdown of e-commerce economic growth and the continuous progress of new retail technology,the business model of e-commerce platform enterprises in China has been also constantly changing.More and more e-commerce platform enterprises develop new retail by means of physical retail layout to improve competitiveness.By the layout of physical retail,e-commerce platform enterprises can obtain transportation resources,disperse and reduce risks,and achieve economies of scale.Under the promotion of e-commerce platform and new retail technology to promote the transformation of retail industry,the physical retail scale of e-commerce platform enterprises in China is expanding,the competition is becoming more and more fierce,and the mode is becoming more and more diversified in which the layout of some of these enterprises is worthy of our in-depth study and discussion.This paper selects Alibaba,the most representative e-commerce platform enterprise,as a case study.First of all,the basic situation of Alibaba layout physical retail is introduced,including layout stage and layout characteristics,and the internal and external factors of Alibaba layout entity retail was made an analysis.From the point of view of enterprise diversification strategy model,the motivation of Alibaba's layout entity retail was made a study and the typical mode of Alibaba layout entity retail was put forward.Then,three typical cases were used to study the advantages,disadvantages and empirical implications of each model.In the end,the effect of Alibaba's layout entity retail from the angle of industry and enterprise was made an analysis in this paper,and on this basis,some strategiesand suggestions to promote the enterprise layout entity retail of e-commerce platform in our country was proposed.It's believed in the paper that the reason why Alibaba's layout of physical retail is successful is that on the one hand,enterprises have a strong core competitiveness,which can not only reduce the obstacles to the layout of physical retail,but also make up for the shortcomings of enterprises.On the other hand,enterprises grasp the opportunities of the times,carry out rapid layout,so as to walk in the forefront of the industry;finally,enterprises make full use of their strengths and avoid their weaknesses and the correct decision and choice have been made in the process of layout.Therefore,this paper suggests that e-commerce platform enterprises seize the opportunity,rapid transformation,in the layout process to focus on the following aspects,such as 1,doing a good job of top-level design;2 paying attention to the cultivation of core competitiveness;3choosing the right partners;4 attaching importance to the choice of layout model;5,flexibly dealing with the relationship with physical retail enterprises.On the basis of empirical research and analysis on the typical cases of Alibaba layout entity retail,some strategic suggestions for promoting the layout entity retail of enterprises on e-commerce platform in China were put forward.On the one hand,it's hoped to arouse other scholars to carry out deeper research and enrich the retail theory on other models and strategies of the enterprise layout entity of e-commerce platform in our country.On the other hand,it is hoped that these practical experiences will provide practical reference value for the physical retail of other e-commerce platforms.At the same time,it is also helpful for government departments to reconstruct the development concept of e-commerce platform and formulate physical retail policy for the layout of e-commerce platform,and beneficial to the better layout of physical retail of e-commerce platform enterprises,promoting the optimization of industrial structure of e-commerce platform enterprises and improving the core competitiveness of e-commerce platform enterprises.