实体零售企业电子商务运用分析.pdfVIP

Abstract As a new business model, e-commerce is more important in the economy growing. Although only a short period of more than ten years of development, e-commerce has been brought great influence to the retail industry. In recent years, as the high cost pressure appeared and e-commerce impacted significantly, many retail enterprises have to transform. Although retail enterprises have their own advantages to develop e-commerce, however, due to the lack of experience in e-commerce operations, retail enterprises are facing many challenges. Therefore, a set of effective network marketing strategies to improve the competitiveness of retail enterprises, and to expand their profit space, has the vital significance. The paper summarized the Chinese retail enterprises and e-commerce development course and the present situation. Then it analyzed the internal and external environment. It proved that Chinese retail enterprises use electronic commerce is necessary and feasible. In order to solve the retail enterprise e-commerce application problems, this paper used case study method, the large retail chains – SUNING. The advantage of retail provided powerful support for the development of electronic commerce. The product, price, channel, promotion, logistics and service strategy implementation provided a reference to other retail enterprises in developing electronic commerce. Because backgrounds of retail enterprise are not identical, this paper elaborated the strategic planning and marketing strategy. It concluded that retail enterprises which use e-commerce need to make strategic plan, and implement marketing strategy, including marketing channels, marketing means and line co