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基于SWOT分析法的跨国公司竞争战略研究—以阿里巴巴全球速卖通平台为例.docx
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基于SWOT分析法的跨国公司竞争战略研究—以阿里巴巴全球速卖通平台为例.docx基于SWOT分析法的跨国公司竞争战略研究—以阿里巴巴全球速卖通平台为例.docx基于SWOT分析法的跨国公司竞争战略研究—以阿里巴巴全球速卖通平台为例.docx基于SWOT分析法的跨国公司竞争战略研究—以阿里巴巴全球速卖通平台为例.docx基于SWOT分析法的跨国公司竞争战略研究—以阿里巴巴全球速卖通平台为例.docx基于SWOT分析法的跨国公司竞争战略研究—以阿里巴巴全球速卖通平台为例.docx基于SWOT分析法的跨国公司竞争战略研究—以阿里巴巴全球速卖通平台为例.docx基于SWOT分析法的跨国公司竞争战略研究—以阿里巴巴全球速卖通平台为例.docx
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基于 分析法的跨国公司竞争战略研究
以阿里巴巴全球速卖通平台为例
摘 要
世纪 年代末,互联网开始进入我国市场,在我国掀起了惊天动地的改变,
我国电子商务依靠互联网发展迅猛,加上国家政策的大力支持,互联网 战略为我
国人民生活水平的提高起到很大的推动作用,作为我国电商企业的龙头,阿里巴巴
集团不仅在国内培育出受大众欢迎的淘宝以及天猫商城,更是瞄准了全球市场,推
出了阿里巴巴全球速卖通平台,经营世界范围内的 贸易,不仅限于电商领域,
阿里巴巴集团也在金融支付、云计算和大数据方向做了很多大动作。
本文首先以速卖通平台为例,用 模型来分析阿里巴巴集团全球速卖通平
台存在的内部优劣势以及外部的机会与威胁。主要从速卖通的现状进行分析,首先
收集相关信息,从内部优劣势、外部存在的机会和威胁层面分析速卖通所面临的局
面,并做出判断,就此提出恰当的发展建议。
关键词:阿里巴巴全球速卖通;跨境电子商务;发展战略
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目 录
摘 要
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%
$ %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%
一、导论
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7一8 研究背景
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7二8 问题提出与研究意义
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7三8 研究内容与创新点
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
二、文献综述
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7一8分析法简
介%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7二8 阿里巴巴速卖通平台研究
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7三8 文献总结
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
三、基于 分析法的阿里巴巴全球速卖通平台竞争战略分析%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%9
7一8 优势分
析%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%9
% 后台强大
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%9
% 地域优势
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%9
9% 官方物流体系的建立
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%:
7二8 劣势分
析%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%:
% 产品同质化严重
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%:
% 卖家商标权纠纷问题处理困难
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%:
9% 信用评价机制存在缺陷
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%;
:% 物流问题
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%;
7三8 机会分析
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%;
% 政策利好
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%;
% 市场空间巨大
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%<
9% 支付方式多样化
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%<
7四8 威胁分析
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%<
7六8 竞争战略的选择
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%=
&&
% 平台成本领先战略
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%=
% 平台差异化战略
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
9% 平台目标集聚战略
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
:% 小结
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
四、发展建议
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7一8 改善当地基础设
施%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7二8 培养电商人
才%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7三8 提高各国市场、各机构的联动性%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7四8 帮助中小卖家发
展%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7五8 发展当地卖
家%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
参考文献
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
致谢
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%9
一、导论
7一8 研究背景
在 = 年经济危机过后,我国传统商务企业受到重大损失,社会生产力遭到
了严重的破坏,于是痛定思痛之际,逐步将经营业务延伸到电子商务领域,并且由
于我国政府政策上的宏观调控,给电商企业创造了大量利好,我国电子商务的发展
趋势更是一往无前 其中我国最具代表性的电子商务公司是阿里巴巴集团,阿里巴
巴集团作为一家著名的大型互联网企业。
全球速卖通于 年建立,其目标受众是全世界有消费能力的人,尽力发掘
潜在的客户,如今,速卖通已成为我国规模最大的、发展劲头最强悍的企业电子商
务平台,速卖通已全面进入了丝绸之路经济带和 世纪海上丝绸之路沿线国家地
区的市场,发展前景巨大。
阿里巴巴全球速卖通作为一个阿里系的跨境电商平台,拥有着与生俱来的优
势,有金钥匙,但也要面对每个电商平台都存在的,来自用户、竞争对手、平台自
身的诸多问题。
7二8 问题提出与研究意义
相关数据统计,=双十一天猫最终销售额达到 9;%;亿元,双 期间全网
主流平台成交总金额几近承包了整场双十一盛宴,对于阿里巴巴集团来说,相比于
&9&
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