TITLE:
Analysis of the Internationalization Strategy of Cross-Border E-Commerce Enterprises: The Case of Alibaba Group
AUTHORS:
Weijian Li, Chenggang Li
KEYWORDS:
Alibaba Group, Internationalization Strategy, Diversification Strategy
JOURNAL NAME:
iBusiness,
Vol.14 No.4,
December
8,
2022
ABSTRACT: In recent years, the development of China’s e-commerce industry has been
in full swing and has had an important impact on economic development. Taking
Alibaba Group as an example, this paper firstly introduces the overview and
development history of Alibaba Group, which is a leading e-commerce company;
secondly, it analyzes Alibaba’s internationalization strategy from three
aspects: international market selection strategy, international market entry
strategy and international marketing strategy; it concludes that Alibaba adopts
a diversification strategy in internationalization, and the location selection
and entry mode of internationalization can be summarized as “dual-track”. It
is concluded that Alibaba adopts a diversification strategy and its
internationalization strategy can be summarized as a “dual-track system”; it
expands abroad with e-commerce as its core in overseas acquisitions; and its
organizational structure, human resources and business structure are adjusted
in line with its internationalization development. Lastly, we propose some
rationalization suggestions for China’s e-commerce enterprises in light of
Alibaba Group’s successful experience in international development:
strengthening brand building, optimizing organizational structure,
strengthening talent introduction and retention, and enhancing core
competitiveness, so as to promote China’s e-commerce enterprises’ international
development strategies and march into the international market.