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.pdf
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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
摘 要
20 世纪 90 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 B2C 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 SWOT 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
ABSTRACT
At the end of the 1990s, the Internet began to enter China's market, and it also
brought earth shaking changes to China. Since China's e-commerce have develpoed
rapidly with Internet, the Internet plus strategy has played a great role in promoting the
improvement of the people's living standard,which also benefits from the support of our
goverment's policy . As the leader of China's e-commerce enterprises, Alibaba Group not
only cultivates the popular Taobao and Tmall Mall in China, but also aims at the global
market. It has launched the Alibaba Global AliExpress platform and operates the
worldwide B2C trade. Not only in the e-commerce sector, Alibaba Group has also made
a lot of moves in the direction of financial payments, cloud computing and big data.
This paper first takes the AliExpress platform as an example, and uses SWOT
model to analyze the internal advantages and disadvantages of Alibaba Group's
AliExpress platform and external opportunities and threats. It mainly analyzes the current
situation of AliExpress, first collects relevant information, analyzes the situation faced by
AliExpress from internal advantages and disadvantages, external opportunities and
threats, and makes judgments, and puts forward appropriate development suggestions.
Keywords : AliExpress；Cross-border E-commerce; Development Strategy
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