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Electronic commerce (e-commerce) is developing rapidly. Electronic commerce enterprises are faced with fierce competition. To help them diagnose problems and develop smoothly, in this paper, SWOT tool is adopted to analyze their internal and external environments and find their advantages, disadvantages, opportunities and threats respectively. The results show that there exist some problems in the management strategy of electronic commerce enterprises such as conflicts between the e-commerce mode and business concept, improper information processing methods, logistics development lagging behind, complex electronic payment modes, imperfect services, lacking e-commerce technicians and managers, short of afterward supporting capitals, etc. And by means of SWOT analysis, the following conclusion is drawn: e-commerce enterprises can not exist or develop unless they implement management strategy innovation. They must analyze both internal and external environments, make full use of their own advantages and outside opportunities, avoid their disadvantages, and minimize threats. Only by so doing, can they succeed, and can they develop sustainably.