Ivey Publishing
EasyLife: Developing a Regional E-Commerce Platform
Product Number:
9B17M032
Publication Date:
02/22/2017
Revised Date:
02/22/2017
Length:
9 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey/CMCC
After several years of effort, Dalian Zhongding Information Co. (DZI) had become the leading prepaid card distributor in Liaoning Province. When government regulations and the rise of online third-party payment options sent the prepaid card business into decline, DZI transformed itself into an online intermediary by building a regional e-commerce platform offering fast home delivery, mainly of supermarket products. Despite its marketing efforts, the company faced fierce competition, difficulty attracting users, and a low secondary purchase rate. In 2015, the company needed to adjust its development strategy. What practices should this regional e-commerce platform adopt to obtain traffic, increase purchasing conversion rate, and increase visitor retention?
Learning Objective:
This case is suitable for MBA and executive courses in e-commerce and marketing. It will help students become familiar with the regional e-commerce platform market and its management practices. The case will help them understand online traffic, purchasing conversion rates, and stickiness management theories, which are vital to earning profits through e-commerce platforms. After working through the case and assignment questions, students will be able to do the following:
  • Understand the regional e-commerce platform market and its marketing practices.
  • Define and apply the concepts of traffic acquisition mechanism, purchasing conversion rate, and stickiness management.
  • Analyze the characteristics of regional e-commerce platforms.
Issues:
Disciplines:
General Management/Strategy,  Entrepreneurship
Industries:
Other Services
Setting:
China, Small, 2015
Intended Audience:
MBA/Postgraduate
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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