市場營銷Essay怎么寫：Alibaba’s Space in E-Commerce
本文是市場營銷專業的留學生Essay范例，題目是“Alibaba’s Space in E-Commerce（阿里巴巴的電子商務空間）”,馬云創立了阿里巴巴，該平臺發展成為電子商務巨頭。阿里巴巴是一個大型B2B網站。它使出口商有機會張貼他們的產品，供買家瀏覽和下訂單。該網站已發展成為中國最重要的網站，并將在全球商業舞臺上擴大其業務。該公司的影響確保了線上和線下購物的整合，實施合適的物流，應用可行的數據傳輸方法來實現其目標。此外，阿里巴巴專注于通過技術改變世界。它向需要它的各種社會和群體，特別是邊緣化社區提供服務。顯然，阿里巴巴專注于廣泛的市場滲透，國內和全球擴張，在線零售創新，并在更廣闊的視野中同心轉向。
Executive Summary執行概要
Jack Ma founded Alibaba, and the platform developed to becoming a giant in e-commerce. Alibaba is a grand site for B2B operations. It gives exporters a chance to post their products for buyers to browse through and make orders. The site has grown to become the most significant in China, and it is set to expand its operations in the global business arena. The impact of the company ensures the integration of online and offline shopping, implementation of suitable logistics, and application viable data transmission approaches to achieve its goals. Further, Alibaba focuses on transforming the world through technology. It offers services to various societies and groups that need it, especially the marginalized communities. Markedly, Alibaba focuses on extensive market penetration, domestic and global expansion, online retail innovation, and concentric diversion in a broader landscape.
Introduction介紹
Alibaba is the leading e-commerce company in the world. The firm foresees the online and mobile marketplaces in both retail and wholesale trade (Jia & Kenney, 2016). Its corporate culture and vision are promoting sustainable development of society. Alibaba has opened up several e-business platforms for various operations by providing different innovative technologies enabling it to compete domestically and globally. The success of the company has been attributed to its founder and leader, Jack Ma, who is currently the richest man in China with a net worth of $25billion (Tan et al., 2009). The company’s operational strategies have enabled it to thrive on a global scale through B2B platforms. It has been part of the success story of various Chinese factories, suppliers, and buyers. Its operations have been enhanced by its business group that involves seven subsections; Alibaba Small Business Operations, Taobao, Tmall, Alibaba International Business Operations, Juhuasuan, eTao, and Alibaba Cloud Computing. This article reviews the various factors critical in the enhancement of the operations of the company in the world’s complex online trading.
阿里巴巴是全球領先的電子商務公司。該公司預測了零售和批發貿易的在線和移動市場(Jia & Kenney, 2016)。它的企業文化和愿景是促進社會的可持續發展。通過提供不同的創新技術，阿里巴巴已經為各種業務開放了多個電子商務平臺，使其能夠在國內和全球競爭。該公司的成功歸功于其創始人兼領導者馬云，他目前是中國首富，擁有250億美元的凈資產(Tan et al.， 2009)。公司的運營策略使其通過B2B平臺在全球范圍內蓬勃發展。它是各種中國工廠、供應商和買家成功故事的一部分。其業務集團包括7個子部門，加強了其業務;阿里巴巴小企業運營、淘寶、天貓、阿里巴巴國際商業運營、聚劃算、一淘、阿里巴巴云計算。這篇文章回顧了在世界上復雜的在線交易中提高公司運營的各種關鍵因素。
The Scope of Alibaba’s Operations
Alibaba provides a platform for various online business activities. The company, through alibaba.com, allows Chinese suppliers to connect with their clients. The platform is a mediator between buyers, sellers, and suppliers of various commodities. Alibaba’s influence is far-reaching, considering it offers services in multiple nations, including the US, India, Pakistani, and Thailand (Huang et al., 2009). It is critical to note that most of the suppliers on the Alibaba platform are from China. However, there is an opportunity for different sellers to transact their business on the site despite their different nationalities. Either way, the firm earns from the margins of the transactions on the site. There are also membership premiums that enable it to charge its members, thus enhancing its earnings. The company offers low membership prices plus discounts and bonuses for its buyers; therefore, its burgeoning client base is inevitable. Qing et al. (2009) note that in three years, the membership of US buyers has risen from 2-7 million. With the rise in membership, the cross-border buyers make more than 10,000 orders daily (Qing et al., 2009). Therefore, the platform serves a significant number of clients on a rather large marketplace.
Alibaba as a B2B Platform阿里巴巴作為B2B平臺
Alibaba offers the best B2B services that are evident in the various services that it delivers. It connects businesses considering the link between buyers and sellers of products and services. The company was the first to implement such a mode of business operation in China; thus, it gained significant influence in the area before any other company (Wu et al., 2010). Alibaba, on its B2B activities, gives a chance to the international buyers and domestic buyers to coordinate with the local suppliers forming a two-sided network. It is vital to note that Alibaba expands its activities by first focusing on one side of the business operation. For instance, the company has often focused on the buyers’ team to ensure it captures the attention of both sides of the platform. In this case, the company offers low prices in the form of a subscription fee for the buyers. This attracts the buyers and exposes them to more suppliers that are reliable, and this promotes the customer base. Hence, there is an increase in suppliers who take care of client needs. This supports an overall network of operations. This approach has been useful for the company since it now has a global impact.
阿里巴巴提供的B2B服務是最好的，這在它提供的各種服務中是顯而易見的。考慮到產品和服務的買家和賣家之間的聯系，它將企業聯系起來。該公司是中國第一個實施這種經營模式的公司;因此，它比其他公司在該領域獲得了更大的影響力(Wu et al.， 2010)。阿里巴巴的B2B活動為國際買家和國內買家提供了一個與本地供應商協調形成雙邊網絡的機會。值得注意的是，阿里巴巴首先專注于業務運營的一方面，從而擴大了其活動范圍。例如，該公司經常關注買家團隊，以確保吸引平臺雙方的注意力。在這種情況下，公司以訂閱費的形式向買家提供低價。這吸引了買家，讓他們接觸到更多可靠的供應商，從而提升了客戶基礎。因此，為客戶提供服務的供應商越來越多。這支持操作的整體網絡。這種方法對公司很有用，因為它現在具有全球影響力。
The Competition in E-Commerce
The online space is open to various developers that need to implement their operations to enhance online trading. Alibaba has a fair share of competitors that also aim at promoting economic globalization. The development of internet technology and networking allows various companies with often one target market to compete for opportunities to survive. In China, Made-In-China.com and GlobalSources.com also channel B2B operations (Wu et al., 2010). However, Alibaba has the edge over the companies considering the strategies that it has put in place to achieve the largest market share.
Factors Enhancing Alibaba’s Operation促進阿里巴巴運營的因素
Economic and network globalization allows an increase in business competition because the world is highly dynamic, and there are changing customer needs. In this case, Alibaba has managed to maintain its position in the business world. It has been able to operate under the tech pressure, thus maximizing its sales and profitability. One of the strategies that Alibaba has implemented is the delivery of its service to its clients at a fair price (Huang et al., 2009). The company can achieve the delivery of quality services at lower costs because of the type of technology it engages in its operation. This directly relates to the platform’s type of payment platform, Alipay. The online payment platform for Alibaba safeguards all online transactions and monitors all activities ensuring that there are minimal cases of fraud. This payment platform offered by Alibaba is ideal since it allows the tracking of goods and services as a third party holds the payment money. Therefore, the least risk and trading costs are promoting the activities on Alibaba.com.
經濟和網絡全球化使商業競爭加劇，因為世界是高度動態的，客戶的需求在不斷變化。在這種情況下，阿里巴巴成功地維持了自己在商界的地位。它能夠在技術壓力下運營，從而實現了銷售和盈利的最大化。阿里巴巴的戰略之一就是以公平的價格為客戶提供服務(Huang et al.， 2009)。該公司能夠以較低的成本提供優質服務，因為它所采用的技術類型。這直接關系到平臺的支付平臺類型——支付寶。阿里巴巴的在線支付平臺保護所有在線交易，監控所有活動，確保將欺詐案件降到最低。阿里巴巴提供的這個支付平臺是理想的，因為它可以在第三方持有支付資金的情況下跟蹤商品和服務。因此，在Alibaba.com上推廣活動的風險和交易成本是最小的。
Alibaba.com allows its clients to receive the different types of products and services that they require. Customers can demand specific and customized products on the platform, and they can obtain whatever they desire. Through the site’s AliSourcePro, clients can send their requests, and their tailor-made services be presented as expected. The process of making the demands is easy and is done within two business days, whereby the clients can receive diagrams and designs of their requests as well as the quotations. This type of flexibility is significant for Alibaba since there are no other platforms that can offer such services (Huang et al., 2009). Relatively, with this approach to achieving the varied needs of clients, Alibaba gets the chance to enhance the types of services that it can offer to its diverse client base. This move increases its innovation capabilities, promoting the diversity of products that it supplies. Hence, in providing personalized services to its clients, Alibaba enhances its product base and client base at ago.
The quality of services on the Alibaba platform is top-notch because clients must always be given the best to maintain their partnership with service providers. Alibaba awards suppliers with badges, whereby a ‘gold supplier’ is the best in delivering customer service. The company often evaluates the products of different companies to ensure that they only engage the best in a bid to guarantee client satisfaction. This explains why investors will always look for specific services from particular companies. In the end, both the seller side and the buyer side increase, thus enhancing the operations of Alibaba.com. This mode of delivery of services promotes trust and reliability, and the subjects will often maintain their relationship and contact through the site to ensure they achieve their goals as expected. Thus, both sellers and buyers will stick to the platform instead of shifting.
Alibaba operates in an integrated ecosystem that allows it to handle its issues and enhance its growth in the world’s market space. The company has modified its services to ensure that both its sellers and buyers enjoy a positive buying and selling experience (Huang et al., 2009). With this, the company has expanded its domains, allowing the handling of different tasks within the company. For instance, there is the Alimama domain that is predominantly on the advertising space whereby users can post varied positions for the advertisers to choose. Either way, the company embraces Big Data Analytics that is ideal in outsourcing information regarding its clients. This approach is significant in enabling the operators of the site to determine the type of services that can be relevant for the client base. Either way, the information is vital in allowing the company to understand the most pertinent advertisement platforms to help in improving their operations. Additionally, Alibaba launched the China Smart Network (CSN) for logistic purposes in the firm. Different logistic networks were involved in ensuring that the company has the most effective system in terms of parcel turnover for customer deliveries. Thus, Alibaba institutes the best services within which they allow the achievement of the most viable competitive position in the online marketplace.
Tech for Change Initiative技術變革計劃
Alibaba, through its subsidiary, Alibaba Cloud enhances cloud-computing services in online operations and its e-commerce ecosystem. Alibaba Could has taken the initiative to come up with a plan to ensure enterprises, startups, and young entrepreneurs have a chance to solve social and humanitarian challenges. The Tech for Change Initiative by Alibaba Cloud is relevant in tackling various issues surrounding education, economic development, and environmental changes. As it stands, Alibaba aims at empowering the community through technology (Erisman, 2016). Over time, the company, through Alibaba Cloud, has engaged in various community activities that are relevant in improving the lives of locals in the country. For instance, they have often been involved in small business enterprises (SMEs) to improve the lives of young entrepreneurs. Either way, the company has often offered cloud and intelligent services to ROYBI, a robotics company that enhances early childhood education. Further, the company has collaborated with CareFun, a Chinese AI company firm that develops virtual patients that are used in training medical practitioners. These developments are significant in ensuring that different communities improve considering contemporary development in the tech field.
阿里巴巴通過其子公司阿里云(Alibaba Cloud)加強了在線運營中的云計算服務和電子商務生態系統。阿里巴巴本可以主動提出一項計劃，確保企業、初創企業和年輕企業家有機會解決社會和人道主義挑戰。阿里巴巴云的“科技變革計劃”與解決教育、經濟發展和環境變化等問題有關。目前，阿里巴巴的目標是通過技術讓社區更強大(Erisman, 2016)。隨著時間的推移，該公司通過阿里巴巴云參與了各種與改善中國當地人生活相關的社區活動。例如，他們經常參與小型企業，以改善年輕企業家的生活。無論如何，該公司經常向ROYBI提供云計算和智能服務。ROYBI是一家機器人公司，致力于提高幼兒教育水平。此外，該公司還與中國人工智能公司CareFun合作，后者開發用于培訓醫生的虛擬病人。這些發展對于確保不同的社區考慮到技術領域的當代發展而改進具有重要意義。
The most significant Tech for a Change initiative is the support of female education across the world. The program targets marginalized communities by providing them with STEAMED (Science, Technology, Engineering, Arts, Mathematics, Entrepreneurship, and Design) education. The program is set to give the women cloud-computing resources and free online training on multiple subjects. The availability of technology in the marginalized areas is a move that is significant in improving lifestyles through enhancing employability, promoting education, and eradicating challenges in healthcare. Nonetheless, it is critical to note that with technology, there is an increase in creativity among its users. Therefore, it becomes useful in modifying the world to being a better place.
Turnaround Strategy for Alibaba阿里巴巴的轉型戰略
Alibaba has been in e-commerce for over a decade, and its strategies for achieving its goals have been critical. The company makes its influence through its commitment to corporate values and cultures. It is essential to note that China has a potentially opaque and volatile business impression as compared to Western countries (Kavadias et al., 2016). This leaves Alibaba at the risk of losing its credibility to its competitors. With this, any misunderstanding in the business operation will be used against the company. Even so, in enhancing the operations of the company, Alibaba works intending to support all its stakeholders; customers, suppliers, businesses, and third-party service providers. The company operates within the values of prioritizing the client, embracing teamwork, supporting positive change, enhancing the integrity, and promoting passion and commitment in its operations (Kavadias et al., 2016). This approach to improving business operations is critical in ensuring that Alibaba maintains its top position in the global scale.
阿里巴巴涉足電子商務已超過10年，其實現目標的戰略至關重要。該公司通過其對企業價值觀和文化的承諾而產生影響。需要注意的是，與西方國家相比，中國的商業印象可能不透明且不穩定(Kavadias et al.， 2016)。這使得阿里巴巴面臨著在競爭對手面前失去信譽的風險。在這種情況下，商業運作中的任何誤解都會被用來對付公司。即便如此，在加強公司運營方面，阿里巴巴致力于支持所有利益相關者;客戶、供應商、企業和第三方服務提供商。該公司的經營理念是:優先考慮客戶，支持團隊合作，支持積極的改變，增強誠信，并在運營中促進激情和承諾(Kavadias et al.， 2016)。這種改善業務運營的方法對于確保阿里巴巴保持其全球規模的領先地位至關重要。
Alibaba Group strongly focuses on its target group to enhance its activities. The Chinese marketplace is the basic one and contains the buyers and suppliers that operate locally. There is also the global market that is determined by the use of the English Language. This universal market mainly contains exporters and importers. Alibaba attends to these markets to ensure that it controls their operations as well as give them the necessary support for its sustenance. It is critical to note that China is the most populated world in the world, with over 560 million internet users that spend at least 20 hours a week online (Barczyk et al., 2011). The company supports the internet market provided by the locals, thus achieving its goals in the region. Additionally, Alibaba focuses on small and individual business enterprises that have the potential of enhancing the use of e-commerce. This focus on the local marketplaces helps in identifying different needs of consumers, thus leading to the achievement of its profitability and influence.
The Acquisition and Integration strategy of Alibaba阿里巴巴的并購整合戰略
Alibaba aims at dominating the global space through its various operations. The company looks forward to transforming the retail industry through the integration of multiple activities, including online and offline shopping, logistics, and data transmission on a single value chain. In China, Alibaba already holds the top position in the online business, and it hopes to remain to be a significant player in the new and global economic environment (Srnicek, 2017). In achieving its aims, the company is strengthening its online presence by engaging various parties. For instance, the company is currently working with Sunning Commerce and Intime Retail to achieve its objectives. This move is relevant in enhancing the integration of online operations with brick and mortar shopping. In the same vein, the company has an application; Qianniu that currently has more than 6 million users. The app is essential in boosting the business operations between merchants and consumers of various services. The use of Alipay is also critical in supporting Alibaba’s business activities. The firm has increased its security operations on the payment gateway to ensure it meets international standards. The logistics section also works towards improving the operational networks to meet client needs effectively (Srnicek, 2017).. This also relates to the idea of supporting small and medium enterprises that focus on integrating their online presence in business. All these operations are significant in enhancing the achievement of business goals with digital tools.
阿里巴巴的目標是通過各種業務主導全球市場。該公司期待通過整合多種活動，包括線上和線下購物、物流和數據傳輸在一個單一的價值鏈上，來改變零售行業。在中國，阿里巴巴已經在在線業務中占據領先地位，并希望在新的全球經濟環境中繼續扮演重要角色(Srnicek, 2017)。為了實現其目標，該公司正在通過與各方接觸來加強其在線影響力。例如，該公司目前正與Sunning Commerce和銀泰零售合作，以實現其目標。此舉與加強線上運營與實體購物的整合有關。同樣，公司也有申請;錢牛網目前擁有600多萬用戶。該應用程序對于促進商家和消費者之間的各種服務的商業運作至關重要。支付寶的使用對支持阿里巴巴的商業活動也至關重要。該公司已經加強了支付網關的安全操作，以確保其符合國際標準。物流部門還致力于改善運營網絡，以有效滿足客戶需求(Srnicek, 2017)。這也涉及到支持專注于整合其在線業務的中小型企業的想法。所有這些操作對于利用數字工具實現商業目標都具有重要意義。
Markedly, Alibaba targets various operational activities to broaden its retail landscape and consumer base. The company has had a fair deal of challenges in exploring the global market despite dominating the Chinese market. Currently, the company has its eyes on the Indian market, where it aims at setting up e-commerce operations and online payment platforms. Either way, Alibaba targets the US market by introducing Alipay through its merchants. However, the market in the European region is highly competitive, thus the slow growth rate in the area. Nonetheless, there are often several counterfeit products that are sold through the platform, making the company gain minimal trust among different users in the region. Therefore, global growth, despite being challenging, is one of the critical goals that Alibaba ought to achieve besides gaining a large client base.
In addition, Alibaba’s Cloud Computing plays a vital role in supporting the sustenance and development of the online retail ecosystem. The cloud scheme of the company is critical in helping merchants to improve their sales and marketing productivity on various platforms (Wu et al., 2010). Cloud computing and big data are basic in achieving a robust online presence. Alibaba utilizes these operations in promoting cloud infrastructure, thus enabling businesses to market their products and reach the consumers quickly.
The Challenge to Alibaba’s Expansion阿里巴巴面臨的挑戰
The main problem facing Alibaba is the different cases of fraudulent activities carried out through the platform. One can be scammed through the site in various ways. The most common forms are payment frauds and the delivery of defective or damaged merchandise (Barczyk et al., 2011). Payment frauds are often evident when the email of an individual is hacked, and details changed to effect the transfer of funds to the hacker’s bank account. This challenge is common, and in most cases it is hard to trace the scammers. Either way, the delivery of substandard merchandise is also typical because not all suppliers take their time to countercheck the needs of the clients. Also, it happens that the profit margins of the consumers are narrow; thus, they can at times deliberately deliver goods anyhow since they believe that their incentives are not enough. With these experiences, it is essential to note that there is a big challenge that Alibaba ought to look into to salvage its reputation.
阿里巴巴面臨的主要問題是通過平臺進行的欺詐活動的不同案例。人們可以通過該網站以各種方式詐騙。最常見的形式是付款欺詐和交付有缺陷或損壞的商品(Barczyk et al.， 2011)。當一個人的電子郵件被黑客入侵時，支付欺詐行為通常是顯而易見的，并且通過改變細節來影響將資金轉移到黑客的銀行賬戶。這種挑戰很常見，而且在大多數情況下很難追蹤騙子。不管怎樣，不合格商品的交付也是很常見的，因為不是所有的供應商都花時間去核實客戶的需求。此外，消費者的利潤率也很窄;因此，他們有時可以故意以任何方式交付貨物，因為他們認為他們的激勵是不夠的。有了這些經驗，有必要指出的是，阿里巴巴應該著手解決一個重大挑戰，以挽救自己的聲譽。
Solution to Alibaba’s Challenge阿里巴巴挑戰的解決方案
Online commercial operations are subject to most of the challenges that involve fraud. Alibaba ought to put in place strategies to protect its users from the fraud activities that may often target them. The most consistent approach towards reducing the cases of fraud is ensuring that the users use the site according to the stated instructions. Offering guidelines on how to handle given situations on the website is ideal in guaranteeing smooth operation. This is also relevant to the payment platform of Alibaba, Alipay. The users of the services need to have knowledge on how to surf through the site to reduce their exposure to fraudsters. Either way, the Fair Play Fund is available to ensure that clients receive the services that meet their expected standards. The platform helps in providing that there is compensation for losses incurred during the transactions. Nonetheless, there ought to be enough information regarding the operations to act as evidence for the shortcomings of the goods. Significantly, the best way to avoid the challenges on the errors during transactions is to offer clients with ideal tutorials to smoothen their service delivery.
在線商業運營面臨著大多數涉及欺詐的挑戰。阿里巴巴應該制定策略，保護其用戶免受欺詐活動的傷害，這些欺詐活動可能經常針對他們。減少欺詐案件的最一致的方法是確保用戶按照規定的說明使用網站。在網站上提供如何處理特定情況的指導方針是保證網站順利運行的理想方法。這也與阿里巴巴的支付平臺支付寶有關。這些服務的使用者需要知道如何瀏覽網站，以減少詐騙。無論哪種方式，公平競爭基金都是可用的，以確保客戶得到滿足其預期標準的服務。該平臺有助于對交易期間產生的損失進行補償。盡管如此，應該有足夠的關于操作的資料作為貨物缺陷的證據。值得注意的是，避免在事務處理過程中出現錯誤的最佳方法是為客戶提供理想的教程，以使他們的服務交付更加順暢。
Conclusion結論
In the contemporary world, there are various developments, especially in the tech sector. This has induced the prevalent changes in economic globalization, progress in technology and networking, and a revolution in the business sector. Alibaba is an excellent example of companies that have excelled in e-commerce thus far. Considerably, despite the challenges in the online platform, Alibaba has managed to lay strategies to guarantee its success in B2B operations. From factors like introducing a secure payment platform, Alipay, to the implementation of its cloud computing, among other developments, the company has managed to thrive in the business world. Either way, the company has worked hard towards transforming marginalized societies through technology. However, in light of the developments, the company has faced challenges like cases of fraud and the existence of fake merchandise that hinder its sufficient growth. Alibaba is continually developing its systems to curb the problems in a bid to attain the aspired global influence. Nonetheless, Alibaba is a critical player in e-commerce and is set to transform the global online retail industry.
在當今世界，有各種各樣的發展，尤其是在科技領域。這導致了經濟全球化的普遍變化，技術和網絡的進步，以及商業領域的革命。阿里巴巴是迄今為止在電子商務領域取得成功的一個很好的例子。值得注意的是，盡管在線平臺面臨諸多挑戰，阿里巴巴還是設法制定了策略，確保其B2B業務的成功。從引入安全支付平臺支付寶，到實施云計算，以及其他發展，該公司成功地在商界蓬勃發展。無論如何，該公司一直在努力通過技術改變邊緣化社會。然而，鑒于這些發展，該公司面臨著欺詐案件和假冒商品的存在等挑戰，阻礙了其充分的增長。阿里巴巴正在不斷發展自己的系統，以遏制這些問題，以實現其夢寐以求的全球影響力。盡管如此，阿里巴巴是電子商務領域的重要參與者，并將改變全球在線零售業。
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