Abstract
This article investigates how e-commerce industry in China can achieve high levels of development under such circumstances. In order to better explore the development strategies of China's e-commerce industry, researchers have already introduced PEST analysis or SWOT analysis, however past studies concentrated exclusively on the main ‘net effects' of these analysis. Because of the complex reality in which the phenomena of e-commerce industry, PEST embedded SWOT analysis can provide a more accurate understanding of how e-commerce industry in China can maintain the healthy and stable development. Applying this theory, the article seeks to determine all the possible factors that build strong development of e-commerce industry in China. To address the question of this research, the study employs PEST embedded SWOT analysis which proposes industry analysis framework of the development strategy of China's e-commerce industry. Future research can consider other possible combinations and explore how the impact of these factors on development strategy of China's e-commerce industry.
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