Listing-Oriented Logistics Service Strategy: A New Choice for Large Transactional Online Shopping Websites

Behind the fast development of online shopping market in China, there are the risk of bankruptcy and development dilemma caused by huge loss. This paper suggests that they should take improving logistics service quality as short-term goal, and appearing on the stock market as middle-term goal. By transferring a part of capital from pricing strategy and promoting strategy to logistics department, the logistics service quality could be greatly improved though with little profit or even loss. This could attract customers, enlarge sales and market shares, and finally attracting venture capital fund and realizing listing strategy successfully. This strategy is based on the principle of systematic optimization and called listing oriented logistics service strategy. Finally, this paper analyzes the acceptance of this listing oriented logistics service strategy with TAM model for large-sized transactional shopping websites, it would be increased with the pressure of fierce market competition as well as increased customer needs.