Comparative Analysis on Corporate Strategy of B2C E-commerce in China: The Cases of JD.com and Tmall

The main B2C business modes in China are the self-run e-commerce mode represented by JD.com and the platform-based e-commerce mode represented by Tmall. As the two biggest e-commerce enterprises in China, JD.com and Tmall have been sustainably competing with each other. The purpose of this research was to compare the corporate strategies of these B2C enterprises and point out the necessary focuses when formulating their corporate strategies. External and internal environmental analyses were used to analyze and compare the corporate strategies of JD.com and Tmall. Hypotheses related to the impacts of Technology, Brand, Logistics and the Commodity Service of the two enterprises on customer loyalty and recommendation were formulated. A questionnaire survey was administered to customers, and the hypotheses were tested through regression analysis and t-test using SPSS 23.0. The results showed that Commodity Service positively affected the customer loyalty and recommendation both in the two enterprises. Furthermore, the logistics competitiveness of JD.com is significantly better than that of Tmall.