The stage characteristics of business enterprise development

The development of domestic enterprises is still in the deep market stage, the mature market model has a long way to go, but its development trajectory can be a glimpse of one or two.

According to different periods, the different development strategies of business enterprise can be divided into the following five stages:

The first stage layout and the slow development period (before 2004) This stage enterprise is in the initial stage, for the majority of consumers to say the net buys belongs to the new thing, each kind of uncertainty is very big, the enterprise faces the biggest problem is obtains the consumer approval, therefore the enterprise strategy concentrates in the market promotion Through large-scale marketing, multi-level propaganda channels, clear market positioning to enhance the loyalty of specific user groups, through the spread of the effect of expanding the market influence of enterprises for further market expansion to lay the foundation, but because most consumers are still in the wait-and-see period, the enterprise itself running market environment is not very normative, The speed of enterprise development is relatively slow, the entire business industry accounted for a relatively small market share;

The second stage of rapid development, fine differentiation (2004-present) through the stage of the first stage of consumer ploughing, the enterprise has a relatively broad consumer base, into the high-speed development period, the specific performance of sales, the number of enterprises, capital investment in high-speed growth; this period enterprises are still in a loss stage, The effective means of preventing the capital chain breakage is financing, the venture capital is also optimistic about the development of e-commerce, the two hit, various capitals will enter on a large scale, and enterprises through large-scale capital investment, perfect warehousing, distribution, service system, rapid expansion of the market, increase market share, the competition between enterprises tends to Price war is still the main means of competition, this new consumption model is also accepted by consumers, E-commerce products "long tail" of the advantages gradually appear, the major comprehensive network shopping platform through the integration strategy to achieve a one-stop shop, and the logistics system and the market order is not standardized restrictions also in the birth of product segmentation, market segmentation, These finely differentiated small businesses, through a small range of specialized services, can bring a better shopping experience for consumers, but it often has a fixed consumer groups, in addition to professional subdivision of the shopping platform, E-commerce development market prospects also attract traditional channels, manufacturers enter, because of resources, talent and other restrictions, its development speed will be relatively slow At the same time, this phase is also the issue of business enterprise, shopping methods, the maturity of consumer groups will inevitably bring higher requirements of the service, the operation of irregular operating mechanism would be exposed, but this pain for the development of enterprises is more advantages than disadvantages, through strengthening internal management, improve market mechanism can gradually reduce this pain, can also for the future development of enterprises open Xinjiang;

The third stage of integration and differentiation experienced the rapid development of enterprises in the enterprise at this stage will complete resources, market integration, the specific performance of mergers, acquisitions, exit the market, E-commerce enterprises in the future development of the trend must be comprehensive and professional combination, which requires large enterprises not only to achieve product rich, Also to ensure high quality, specialized services, through mergers, acquisitions, large electric business enterprises can integrate the advantages of specialized web sites, while through their own product attributes of many products to consumers with the deep department of the shopping experience, and further expand market share, to achieve complementary advantages; At this time, the threshold of E-commerce entry will improve Small E-commerce business environment will gradually deteriorate, eventually most of the small sites will disappear; traditional channels, manufacturers in this stage and professional e-commerce enterprises will be further differentiated, the development of its own e-commerce sector gradually improved, although the market share is low, but is an indispensable part of enterprise development, Especially in the promotion of brand will play a huge role;

Phase IV has undergone the promotion of the previous period, expansion, integration, E-commerce industry into the mature stage, the specific performance for the market share, the growth rate tends to be stable, the competition between enterprises to upgrade services, enterprises will be converted from loss to profit, and offline sales differentiation will be more obvious, including products, prices, The differentiation strategy will become the main means of online and offline competition, and also the way of standardizing the price mechanism of each channel trader.

The fifth stage specialized customization and the experience period concrete performance is from buys the product to purchase the specialized custom service product, the virtual shopping and the experience shopping unifies, the electronic Commerce Original sales channel expansion space is very small, the new custom type shopping pattern develops rapidly, in order to satisfy the consumer's shopping demand, The shopping platform will vigorously develop a customized service, by satisfying the consumer's individual demand, not only can maintain or even enlarge the market share, but also can obtain the high profit, at the same time, through the line, the online various real experience way, lets the consumer understand the product characteristic more, brings the close type experience to the consumer;

For the time being, the development of business enterprise has a long way to go, define the stage characteristics of enterprise development in order to formulate appropriate strategies to seize the opportunity; In addition to clear enterprise strategy, to do a good job in all phases of the convergence is also critical, the development of e-commerce phases of the characteristics at the beginning will not be particularly obvious, enterprises must foresee this trend, Constantly adjust the enterprise development strategy, seek business opportunities in the change.