MARKETING STRATEGY IMPLEMENTATION OF ONLINE HANDBAG STORE ON E–COMMERCE PLATFORM – A COMPARATIVE CASE STUDY OF SELECTED FOUR HANDBAG COMPANIES
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Abstract
After years of development, the business activities of China’s handbag industry are now being
conducted through online. This platform does not only reduce the time required for circulation of commodities,
but also the operation cost. With more sophisticate of the online platforms and increasing
number of competitors, the study aimed to find out how a shop is performing as opposed to other three
handbag shops and what the problems are that A Shop is facing strategically, and provide some practical
solutions. Based on the literature, to evaluate online handbag shop, the study proposed five evaluation
aspects comprising of 1) website design, 2) product quality, 3) network security and payment method,
4) logistics and distribution, 5) consumer complaint and after-sale service. They were implemented by
four online handbag shops (i.e. X, Y, Z, A) that operating on Alibaba platform. The results reveal that,
X shop obtains the highest ranking on product quality while X, Y, Z, and A Shop score equally on payment
methods, logistics and distribution. A Shop must increase its product variety, detail the product function
and photo image, improve the visual quality.
Article Details
Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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