E-commerce and retail in China

Abstract

The purpose of this thesis project was to study the marketing and strategy of the China's largest electric commercial enterprises JD.com, and the small-to-medium-sized retail company, Wuhan Da Shi Trade Company Ltd. In order to find the weakness of e-commerce and make a plan for the chosen partner company to improve their strategy. The improvement tasks are moving their emphasis from low-end electronic products to high-end electronic products and focusing more on value-added services than products. E-commerce includes communications perspective, business process perspective, service perspective, and online perspective. A questionnaire was used to gather data. The main results of this thesis are that the company should change its products portfolio and focus more on services than products. This outcome is based on an analysis of the data from the survey.