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1、E-COMMERCEOFTHEMKLCOMPANY
DEVELOPMENTSTRATEGYRESEARCHABSTRACTTheMKLCompanyisthelargestdomesticcirculationenterprises.Focusinhigh-endhomefurnishing,MKLremainscommittedtoenhancepeoplehomeartfor27years.MKLcurrentlyhasmorethan100MALLsandannualsalesofover50billion.Intheconte
2、xtofhomeECdevelopingfast,howtoeffectivelyusenewtechnologybecomesastrategictopicofMKLcompany.Combinedwiththeadvantageofthefirstchannelande-commercemeanstocreateanewmode,isthekeyhowMKLcontinuestoleadthemarketinthenextyears.Forhomefurnishingretaile-commerce,thepreviousB2Cm
3、odelisdifficult,becauseconsumersneedproductexperience,andonlineprocessisunabletocompleteorders.Atthesametime,thecurrenthomefurnishingretailreliesontheoff-linedistributionsystem.ThedevelopmentofB2Chasmadeagreatimpacttothesystem.Soitmakesresistance.Asanewkindofe-commercew
4、hichiscalledO2O(onlinetooffline)isrising,MKLbeginstoexplorenewdevelopmentmodels.ThisarticleaimstoanalysistheexternalenvironmentandinternalconditionsofMKLcompanytoformulatetheO2OE-commerceofdevelopmentstrategy,touseresourcesefficiently,toimprovetheefficiencyofbusinessdec
5、ision-makingandoperationalimplementation,toenabletheMKLcompanytomaintainlong-termcompetitiveness.万方数据ThisarticletakesPorter'sFiveForcesModelandSWOTanalysismethod,accordingtofindoutandanalyzeproblemsandproblemsolvingresearchideas.Itputsforwardthebusinesslogic“thevalueofh
6、omefurnishingO2Oisassistingconsumerstocompletethecomplexandstrangehomeimprovement”.Anditdevelopsthestrategicpositioningof“thefirsthomeimprovementsupportwebsite”.Onthebasisoftheargument,itputsforwardthestrategicmeasuresoftheMKLcompanydevelopingO2OE-commerce.MKLfocusesonf
7、unctionresearching,productintegration,organizationbuildingandcorporateculture.Itusestechnicalmeanstoachievefunctionalsupport.Productinformationbecomesanindispensablepartofsupportfunctions.Itsserviceisnotonlytheinformation,buttheactualproductconfiguration.AteamincludingE
8、Ctalentsandhomeindustrytalentsisefficient.KEYWORDS：theMKLCompany;O2O；homeretailchannels；e-commerce万方数据目录引言....
