With the rapid development and popularization of Internet technology, internet service has been more and more involved in people’s daily lives, and greatly changed people’s lifestyles and consumption habits. E-commerce can break the limit of geographical location and time, and it brings great opportunities and convenience to both companies and consumers. Online shopping has been gradually accepted by consumers and developed rapidly.
In recent years, with the development of China’s economy and acceleration of urbanization process, residents of 3-tier and 4-tier cities and rural areas had a higher consumption level and stronger purchasing power, hence there is a huge market potential in these areas, and all e-commerce companies are trying their best to increase their market share in these areas. Developing rural e-commerce would not only help to expand rural Consumers’ market and bring agricultural products into cities, but also provide great opportunities for employment and start-ups. Besides, it will do good to the economic transformation and upgrading in rural areas, transformation of national economic growth, and improvement of living standards of rural residents.
Object of this study is Jingdong Group, and its development strategy in the rural ecommerce market is discussed. First, this paper researched the history of Chinese ecommerce market and the current status of e-commerce in rural areas, and conducted a PEST analysis to analyze the external factors related to rural e-commerce market, and then the opportunities and threats facing Jingdong were identified. Second, this paper analyzed Jingdong’s internal factors including company resources and company capabilities to summarize the strengths and weaknesses of Jingdong on rural ecommerce, and then constructed Jingdong’s internal factors evaluation matrix, and identified Jingdong’s core competitiveness of developing rural e-comnerce. Third, thispaper conducted a SWOT analysis to identify Jingdong’s strengths, weaknesses, opportunities and threats on rural e-commerce. Based on above analyses, this paper suggests that Jingdong should adopt reinforcement strategies including market development strategy, market penetrating strategy, product development strategy, related diversification strategy, competitive strategy and so on. In the end, according to the selected strategies, the necessary support measures were identified to ensure the smooth implementation of the strategies.
本文以京東集團為研究對象，研究分析其在農村電子商務市場的發展戰略。首先，調研并了解我國電子商務的發展歷史與農村電商的發展情況，并分析農村電商發展的外部環境，通過對政治環境、經濟環境、社會環境和技術環境的分析，得出京東發展農村電商面臨的機會與威脅。其次，分析京東內部環境，包括企業資源分析、企業能力分析，總結出京東農村電商發展的優勢與劣勢，并形成京東內部因素評價矩陣，明確京東發展農村電商的核心競爭力。再次，通過 SWOT 模型分析，總結出京東農村電商發展的優勢、劣勢、機會、威脅，在分析結果的基礎上確定京東農村電商應采取加強型戰略，包括市場開發戰略、市場滲透戰略、產品開發戰略、相關多元化戰略、競爭戰略等。最后，基于選擇的戰略明確京東順利實施加強型戰略時應采取的保障措施。