京东商城差异化战略研究

本科论文AbstractWith the continuous development of the Internet economy,the e-commerceindustry is also on the rise.People's consumption behaviors and consumption patternshave changed unconsciously,and online shopping has become the trend that leads thetimes.With the rapid development of e-commerce,the homogenization of the marketis becoming more and more serious.In this severe market environment,it is necessaryfor e-commerce enterprises to choose and implement appropriate and correctcompetitive strategies to ensure their long-term development.This article takes Jingdong Mall as an example,combined with existing literature and materials,this paper analyzes the fierce competitive environment Jingdong Mall is facing from the current e-commerce market environment,industry environment and internal and external industry competition environment,soas to understand the impact of jingdong mall in various environments and summarize it.Jingdong mall in homogeneous differentiation strategy taken by themarket environment,put forward three aspects on the implementation of differentiation strategy,optimize the supply chain system and sustainable developmentof self-built logistics system,strengthening the "people-oriented"concept,andbased on this,advances some Suggestions on its own,to provide electricity enterprises to better survival and development.The research conclusion shows that it is very necessary for jingdong mall toadopt a differentiation strategy in order to stabilize its current market share and keep a foothold on long-term development.Two Suggestions are put forward for the implementation of the differentiation strategy.First,innovate the business model,take aim at the new market development trend,and transform to the C2B model.The second is to improve the collaborative efficiency of e-commerce value chain links in order to stand out in the homogenized market.Key words:Jingdong mall;Differentiation strategy;A SWOT analysis