International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 13
Available Online: 1 October 2024
Author/s:
Zhao, Xinfeng
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
The study aimed to examine the relationship between commerce strategies, technological advancement, and product competitive positioning in Beijing’s retail industry. It assessed the extent of e-commerce strategies employed by retailers to adapt to the digital age, evaluated the role of technological advancement in retail, and described the impact of competitive positioning. Additionally, it explored the interconnections among e-commerce strategies, technological advancement, and product competitive positioning. This involved managers, executives, e-commerce managers, marketing professionals, and other relevant personnel who have insights and experience related to the implementation and effects of e-commerce strategies in the digital age within the retail sector through descriptive approach. The study found that retailers unanimously recognize omnichannel integration, mobile commerce organization, and personalization and recommendation engines as essential e-commerce strategies, crucial for enhancing customer engagement, streamlining operations, and providing personalized shopping experiences. Technological advancements are seen as vital for boosting customer engagement, expanding market reach, and enhancing overall business performance, which are key for growth in the fast-paced retail sector. While retailers have advanced in brand differentiation, there remains considerable room for improvement in pricing strategies and market segmentation to strengthen their competitive positioning. There is a notably weak relationship between omnichannel integration and technological advancements, with no significant findings, and mobile commerce organization shows no significant link with these variables. However, personalization and recommendation engines exhibit a weak connection with customer engagement and market reach, showing a significant impact on business performance and customer engagement. Moreover, the analysis reveals weak direct and indirect relationships between omnichannel integration and product positioning variables, with mobile commerce showing no significant links. Personalization and recommendation engines have a weak relationship with market segmentation and a significant link to brand differentiation. The proposed Comprehensive E-Commerce Framework for Retailers effectively integrates these insights, emphasizing the role of personalization in enhancing engagement and performance while providing a strong foundation for improving brand differentiation and pricing strategies. This framework ensures retailers are well-prepared to excel in the competitive digital market. The study recommended that may invest in AI and advanced algorithms to enhance recommendation engines and boost customer engagement. Technology partners may develop seamless online-offline integration platforms, while marketing teams leverage customer data for personalized campaigns. Additionally, management may focus on technology upgrades, customer service teams on CRM training, and supply chain partners on integrating logistics systems for smooth operations and timely delivery.
Keywords: e-commerce strategies, technological advancement, product competitive positioning, personalization and recommendation engines, omnichannel integration
DOI: https://doi.org/10.5861/ijrsm.2024.1277
Cite this article:
Zhao, X. (2024). E-commerce strategies, technological advancement and product competitive positioning: Basis for E-commerce strategic plan. International Journal of Research Studies in Management, 12(13), 27-42. https://doi.org/10.5861/ijrsm.2024.1277