国际电商巨头的跨境电商战略对比分析-商务英语.docx

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1、毕业设计（论文）说明书题目：A Comparative Study on the Cross-border E-commerce Strategies of International Giants国际电商巨头的跨境电商战略对比分析系 名 文学与法学系 专 业 商务英语 学 号 6015206281 学生姓名 胡姗姗 指导教师 姚立佳 职 称 讲师 2019年 6月12日AbstractIn the recent few years, shopping through the cross-border e-commerce platforms has been so common that t

2、hey begin to play a significant role in global trade. Besides Chinas total volume of trade and the industry of cross-border e-commerce have continued to grow, and the government of China has tried its best to support the traditional industry in the “Internet +” upgrade. 2013 is a marked transition y

3、ear for the cross-border e-commerce industry in China, and in the following years, the entire industry chain has gone through major changes in business models. Since 2014, Chinas cross-border e-commerce competition has become increasingly fierce. Each platform has also expanded its overall market si

4、ze while competing with each other. Recently, the annual growth rate of Chinas cross-border e-commerce market has remained at approximately 30%, and its share in foreign trade has increased year by year.Therefore, it is essential to study the market discipline of cross-border e-commerce and the stra

5、tegies of international giants. Amazon, Alibaba and other e-enterprises, all as successful and leading international giants conducting excellent cross-border e-commerce strategies, have a great deal of meaningful enlightenment to the enhancement of Chinas e-commerce platform. Key words: Amazon; Alib

6、aba; E-commerce; EnlightenmentOutlineThesis Statement: The Business Mode of Amazon and Its Enlightenment on Chinese E-commerceI. Introduction to International Giants in E-commerce IndustryA. Introduction to AmazonB. Introduction to AlibabaC. Introduction to Other Cross-border E-enterprisesII. Amazon

7、s Cross-border E-commerce Strategies A. The Cross-border E-commerce Strategies of Amazon1. The Business Scopes of Amazon2. The Cross-border Payment Model of Amazon3. Amazons Storage and Logistic SystemB. The Strengths of Amazons Cross-border E-commerce StrategiesIII. Alibabas Cross-border E-commerce

8、 Strategies A. The Cross-border E-commerce Strategies of Alibaba1. The Business Scopes of Alibaba2. The Cross-border Payment Model of Alibaba3. Alibabas Storage and Logistic SystemB. The Strengths of Alibabas Cross-border E-commerce StrategiesIV. The Merits and Shortcomings of Cross-border E-commerc

9、e Strategies of Amazon and Alibaba and Their Enlightenment on Similar E-enterprises in ChinaA. The Merits and Shortcomings of the Cross-border Payment Model of Amazon and AlibabaB. The Enlightenment on Similar E-enterprises in ChinaV. Conclusion 天津大学仁爱学院2019届本科毕业论文（设计）The Business Mode of Amazon and

10、 Its Enlightenment on Chinese E-commerceI. Introduction to International Giants in E-commerce IndustryA. Introduction to AmazonAmazon, the largest online e-commerce company in the United States, is located in Seattle, Washington. It was one of the first companies to start e-commerce on the Internet.

11、 Amazon was founded on July 16, 1995 by Jeff Bezos. The visionary Bezos sees the potential and characteristics of the network. When the entitys large bookstore offers 200,000 books, the online bookstore can offer more choices to readers than 200,000 books.At the beginning, it only conducted online b

12、ook sales but now it has expanded into a wide range of other products. It has become the worlds largest online retailer and the worlds second largest Internet company. Amazon and other vendors provide millions of brand-new, refurbished and second-hand merchandise to customers, such as books, movies,

13、 music, games, digital downloads, electronics, computers, home gardening supplies, toys, baby products, food, apparel, footwear and jewellery, health and personal care products, sports and outdoor products, automotive and industrial products.Amazons original plan was originally to start profiting af

14、ter 4 to 5 years. The network bubble in 2000 caused Amazons stable growth style, which become a unique story. In the 1990s, quite a few Internet companies grew rapidly. At that time, Amazons shareholders kept complaining that Bezoss business strategy was too conservative and slow. In the dot-com bub

15、ble, those fast-growing Internet companies failed to operate their business. Only Amazon had profit. In the fourth quarter of 2002, Amazons net profit was about 5 million dollars. In 2004, it grew to more than 300 million US dollars.Amazons wholly-owned acquisition of J in August 2004 combined Amazo

16、ns leading online retail expertise with Joyos deep Chinese market experience to further enhance the customer experience and promote the growth of Chinas e-commerce.On July 19, 2018, the Fortune Global 500 list was released, and Amazon ranked 18th. On December 18th, the “2018 World Brand Top 500” com

17、piled by the World Brand Lab was announced, and Amazon ranked first.On March 15, 2010, Amazon, which has 23 categories and more than 1.2 million kinds of products, launched the “White Paper on Integrity Statement of Online Shopping”, which mainly concerned the “authentic” and “return” issues that co

18、nsumers generally cared about online shopping and made detailed explanation of the pre-sales and after-sales guarantees. Amazon believes that online shopping integrity is mainly divided into “pre-sales integrity” and “after-sales integrity.” Pre-sales integrity refers to the consumers trust in the o

19、nline mall brands and whether each product is “authentic”.In this regard, Amazon has launched a “everyday low price, genuine guarantee” commitment to consumers. Wang Hanhua, president of Amazon China explained: “As the site of Amazons online retailer with the largest variety of products in the world

20、, Amazon has genuine guarantees for all kinds of products such as software digital, home appliances 3C, toys and gifts.”Amazon China has developed rapidly, maintaining rapid growth every year and the number of users has increased significantly, which has 28 categories, nearly 6 million kinds of prod

21、ucts.On May 5th, 2014, Twitter and Amazon teamed up to open users to purchase directly from the tweets of their microblogging services, which in order to increase the membership of e-commerce.On the afternoon of March 6, 2015, Amazon China announced that it will begin trial operation of the “amazon

22、official flagship store” in Tmall. It was scheduled to be officially launched in April 2015. In the first phase of the flagship store, Amazons Chinas most popular “imported direct-selling” products, including footwear, food, drinks, kitchen utensils and toys, was promoted.B. Introduction to AlibabaA

23、libaba Group was founded in 1999 in Hangzhou, Zhejiang, with 18 people headed by Ma Yun, who was an English teacher. The Alibaba Group operates a number of businesses and also supports the business ecosystem from the businesses and services of its affiliates. Business and related companys business i

24、ncludes: Taobao, Tmall, Juhua, AliExpress, Alibaba International Exchange, 1688, Ali Mama, Aliyun, Ant Financial, Rookie Network.In September 1999, the 18 founders led by Ma Yun formally established the Alibaba Group in the apartment in Hangzhou. The groups first website was Alibaba, the global whol

25、esale trade market in English. In the same year, Alibaba Group launched a Chinese trading market focused on domestic wholesale trade.After the establishment of Alibaba in 1999, it was positioned as a “China Small and medium enterprises (SME) Trade Service Provider” to provide “Web Design + Promotion

26、” services for SMEs. Affected by venture capitalists, Alibaba has expanded overseas since 2000 and has rapidly increased its popularity. However, the good times did not last long. Alibaba experienced the dot-com bubble and began to shrink rapidly in overseas markets. Since then, Alibaba has successi

27、vely launched projects such as “China Suppliers” and “Integrity Pass” to provide additional online and offline services to suppliers, and collected membership fees to explore profit models. In 2002, Alibaba launched a “keyword” service and achieved profit for the first time in the same year. Since t

28、hen, the B2B model of Alibabas “Members Club + Value Added Service” has begun to be clear.At the beginning of 2003, Ma Yun began to look for new growth idea, launched Taobao in May, and launched online real-time communication software Tradelink (Aliwangwang) in November. Since then, Alibaba has inve

29、sted more than RMB 1 billion in Taobao, making it quickly accumulate popularity through the free model, and its market share has risen rapidly.As credit and security issues become more prominent, Alibaba is beginning to seek to build its own payment model. In October 2003, Alipay was launched. Alipa

30、y adopts the mode of secured transactions. The buyer first calls the money to Alipay. After receiving the shopping supplies and checking them, they will notify Alipay to pay the seller. The secured transactions completely dispelled the concerns of online shoppers, making shopping simple and efficien

31、t, and Alipay was popular after its launch.In 2006, Alibaba completed the acquisition of Word of mouth and entered the field of classified information. In 2007, Ali Mama was launched and its business model can be simply summarized as “small and medium-sized webmasters put advertising on it like sale

32、s”, sharing traffic with Taobao. In the same year, Alibaba Software Co., Ltd. was established to provide life-cycle software services for SMEs. In June 2007, Alibaba and CCB jointly launched a small and medium-sized enterprise loan to build a credit evaluation system and credit database with banks.W

33、ith the rapid development of the number of online shopping people in China, the e-commerce B2C model has gradually emerged, and a number of B2C e-commerce companies such as Jingdong Mall have emerged rapidly. In April 2008, Taobao launched Taobao Mall and announced that Taobao officially entered the

34、 B2C field. In 2010, Taobao Mall accelerated its development, and successively launched malls such as Taobao Electric City and Taobao Famous Shoes Hall. In November of the same year, Taobao Mall launched the independent domain name and began to advertise on a large scale. In addition to the B2C busi

35、ness, Alibabas vertical commodity search business also began to mature in 2010. In September 2008, Alibaba launched the “big Taobao” strategy, which prepared to be the basic service provider of e-commerce, so that users can achieve smooth, unobstructed payment, marketing, logistics and other technic

36、al issues on the big Taobao platform. Soon after, Ali Mama was merged into Taobao, and opened up B2B and Taobao platform to form the B2B2C e-commerce ecological chain. In June 2011, the “Big Taobao” strategy was upgraded to the “Great Ali” strategy. “We will fully share all the resources of the Ali

37、Group with all e-commerce participants, including the consumer groups, merchants, manufacturing industry chains, and integrate information, logistics, payment, wireless, and cloud computing services that provide data sharing, so that provide better and more comprehensive basic services to the develo

38、pment of e-commerce in China.C. Introduction to Other Cross-border E-enterprisesXiaohongshu: Unlike other e-commerce platforms, Xiaohongshu started from the online community. In the beginning, users focused on sharing overseas shopping experience in the online community. Later, in addition to makeup

39、s and personal cares, information sharing on sports, travel, home, travel, hotels, restaurants appeared on Xiaohongshu. Today, the community has become a barrier to the Xiaohongshu, which is a place that other platforms cannot replicate.At the beginning of 2016, Xiaohongshu changed the manual operat

40、ion content into a form of machine distribution. It enhanced the user experience by matching the content in the community to the users interested in it through big data and artificial intelligence.In October 2014, Xiaohongshu Welfare Society was launched, which is to solve another problem of oversea

41、s shopping: products could not be bought. Xiaohongshu has accumulated overseas shopping data, and analyzed the most popular products and global shopping trends. On these data basis, it provides oversea good things to users in the shortest path and the most concise way.The uniqueness of Xiaohongshu e

42、-commerce strategy lies in: First, word-of-mouth marketing. There is no way to increase conversion rate more than real users word-of-mouth, just as users will definitely see user comments before buying on Taobao. Xiaohongshu has a community where real users share word-of-mouth. The whole community i

43、s a huge library of user-friends. Second, the selection under structured data. Xiaohongshus community has accumulated a large number of consumer word-of-mouth, just as tens of millions of users have found and shared good things around the world on this platform. In addition, users browsing, likes an

44、d collections will generate a lot of data. Through these data, Xiaohongshu can accurately analyze the needs of users and ensure that the purchased products are highly praised by users.In the five months after Xiaohongs e-commerce model was launched, sales have reached more than 200 million yuan. As

45、of May 2017, Xiaohongs revenue was nearly 10 billion.On June 6th, 2017, on the anniversary of Xiaohong, after 2 hours of sales, the sales reached 100 million yuan. Xiaohong ranked first in the Apple APPStore shopping category. the 2016 Xiaohong participated in the “66” The number of items promoted i

46、s 10,000, and in 2017 it has grown to 150,000.Ymatou, established in 2009, is a Chinese overseas shopping platform that meets the needs of Chinese consumers to purchase global goods without going abroad. Yangtuans mobile terminal APP has the first “buying live broadcast” channel. Another featured ch

47、annel “Juyang goods” is a collection of well-known brand suppliers from all over the world, providing group purchase projects and certifying merchants one-stop shopping to ensure overseas commodity stock inventory and global logistics escort direct mail.In order to ensure that overseas goods can be

48、safely and quickly transported to Chinese consumers, Ymatou has built a cross-border logistics system since its establishment, which named Beihai International. At present, the global layout of Ymatou has been completed, and 10 international logistics warehouses (New York, San Francisco, Los Angeles, Chicago, Melbourne, Frankfurt, Tokyo, London, Sydney, Paris) have been built overseas, and international airlines have cooperated with international airlines companies to implement international Flight charter flights, which mo