The Research Of E-commerce Development Strategy For Company K's Brand H Diaper

With the fast growing contribution of E-Commerce to the total social retail value,E-Commerce channel is becoming increasingly important to the packaged consumer goods industry.Companies are exploring how to win in this emerging channel so as to win in the fight for market share.This thesis tries to discuss the E-Commerce strategy using Company K's Brand H Diaper as an example.It starts with an analysis on the market environment,studying the macro environment,industry,competitors and cooperators.Main topics of this thesis includes using PEST model to analyze the external environment for Company K's EC business.A market environment analysis based on 5C model.Also included a SWOT analysis to assess Company K's strengths and weaknesses.Key improvement suggestions covering functional based process and key decissions in channel management.Like decission making process,HR strategy,channel strategy and logistic improvements.The thesis provided an overview of the key dimensions in the operation of online business.This can be a basis for other companies to study as a starting point for their E-Commerce.