Based on COVID-19, Analysis of the development strategy of China's self-operated e-commerce --JD.com as an example

With the development of China's economy, more and more Chinese companies are developing and growing out of China to connect with the world. In the field of e-commerce industry, a lot of research has been conducted by scholars. However, the research on self-operated e-commerce in the context of the COVID-19 is still a blank. As the largest self-operated e-commerce platform in China, JD's development is significantly representative for the whole field. This paper focuses on SWOT analysis combined with specific data and the current situation of the e-commerce industry to analyze the current development of JD.com and draw conclusions. While JD.com continues to invest in maintaining its existing warehousing and logistics advantages, it is not enough for the development of emerging live markets and sinking markets. At this stage, Chinese companies are increasingly going global, and whether they can seize the development of policy and communication technology is a decisive factor in whether self-operated e-commerce can become bigger and stronger. At the same time, it is found that JD.com's marketing model at this stage is lacking in sustained innovation. This paper enriches the post-epidemic era for the development of China's self-operated e-commerce research has positive implications for the development of this industry