本文是市场营销专业的留学生Essay范例，题目是“Alibaba’s Space in E-Commerce（阿里巴巴的电子商务空间）”,马云创立了阿里巴巴，该平台发展成为电子商务巨头。阿里巴巴是一个大型B2B网站。它使出口商有机会张贴他们的产品，供买家浏览和下订单。该网站已发展成为中国最重要的网站，并将在全球商业舞台上扩大其业务。该公司的影响确保了线上和线下购物的整合，实施合适的物流，应用可行的数据传输方法来实现其目标。此外，阿里巴巴专注于通过技术改变世界。它向需要它的各种社会和群体，特别是边缘化社区提供服务。显然，阿里巴巴专注于广泛的市场渗透，国内和全球扩张，在线零售创新，并在更广阔的视野中同心转向。
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.
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.
阿里巴巴是全球领先的电子商务公司。该公司预测了零售和批发贸易的在线和移动市场(Jia & Kenney, 2016)。它的企业文化和愿景是促进社会的可持续发展。通过提供不同的创新技术，阿里巴巴已经为各种业务开放了多个电子商务平台，使其能够在国内和全球竞争。该公司的成功归功于其创始人兼领导者马云，他目前是中国首富，拥有250亿美元的净资产(Tan et al.， 2009)。公司的运营策略使其通过B2B平台在全球范围内蓬勃发展。它是各种中国工厂、供应商和买家成功故事的一部分。其业务集团包括7个子部门，加强了其业务;阿里巴巴小企业运营、淘宝、天猫、阿里巴巴国际商业运营、聚划算、一淘、阿里巴巴云计算。这篇文章回顾了在世界上复杂的在线交易中提高公司运营的各种关键因素。
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阿里巴巴作为B2B平台
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服务是最好的，这在它提供的各种服务中是显而易见的。考虑到产品和服务的买家和卖家之间的联系，它将企业联系起来。该公司是中国第一个实施这种经营模式的公司;因此，它比其他公司在该领域获得了更大的影响力(Wu et al.， 2010)。阿里巴巴的B2B活动为国际买家和国内买家提供了一个与本地供应商协调形成双边网络的机会。值得注意的是，阿里巴巴首先专注于业务运营的一方面，从而扩大了其活动范围。例如，该公司经常关注买家团队，以确保吸引平台双方的注意力。在这种情况下，公司以订阅费的形式向买家提供低价。这吸引了买家，让他们接触到更多可靠的供应商，从而提升了客户基础。因此，为客户提供服务的供应商越来越多。这支持操作的整体网络。这种方法对公司很有用，因为它现在具有全球影响力。
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促进阿里巴巴运营的因素
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.
经济和网络全球化使商业竞争加剧，因为世界是高度动态的，客户的需求在不断变化。在这种情况下，阿里巴巴成功地维持了自己在商界的地位。它能够在技术压力下运营，从而实现了销售和盈利的最大化。阿里巴巴的战略之一就是以公平的价格为客户提供服务(Huang et al.， 2009)。该公司能够以较低的成本提供优质服务，因为它所采用的技术类型。这直接关系到平台的支付平台类型——支付宝。阿里巴巴的在线支付平台保护所有在线交易，监控所有活动，确保将欺诈案件降到最低。阿里巴巴提供的这个支付平台是理想的，因为它可以在第三方持有支付资金的情况下跟踪商品和服务。因此，在Alibaba.com上推广活动的风险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技术变革计划
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.
阿里巴巴通过其子公司阿里云(Alibaba Cloud)加强了在线运营中的云计算服务和电子商务生态系统。阿里巴巴本可以主动提出一项计划，确保企业、初创企业和年轻企业家有机会解决社会和人道主义挑战。阿里巴巴云的“科技变革计划”与解决教育、经济发展和环境变化等问题有关。目前，阿里巴巴的目标是通过技术让社区更强大(Erisman, 2016)。随着时间的推移，该公司通过阿里巴巴云参与了各种与改善中国当地人生活相关的社区活动。例如，他们经常参与小型企业，以改善年轻企业家的生活。无论如何，该公司经常向ROYBI提供云计算和智能服务。ROYBI是一家机器人公司，致力于提高幼儿教育水平。此外，该公司还与中国人工智能公司CareFun合作，后者开发用于培训医生的虚拟病人。这些发展对于确保不同的社区考虑到技术领域的当代发展而改进具有重要意义。
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阿里巴巴的转型战略
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.
阿里巴巴涉足电子商务已超过10年，其实现目标的战略至关重要。该公司通过其对企业价值观和文化的承诺而产生影响。需要注意的是，与西方国家相比，中国的商业印象可能不透明且不稳定(Kavadias et al.， 2016)。这使得阿里巴巴面临着在竞争对手面前失去信誉的风险。在这种情况下，商业运作中的任何误解都会被用来对付公司。即便如此，在加强公司运营方面，阿里巴巴致力于支持所有利益相关者;客户、供应商、企业和第三方服务提供商。该公司的经营理念是:优先考虑客户，支持团队合作，支持积极的改变，增强诚信，并在运营中促进激情和承诺(Kavadias et al.， 2016)。这种改善业务运营的方法对于确保阿里巴巴保持其全球规模的领先地位至关重要。
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阿里巴巴的并购整合战略
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.
阿里巴巴的目标是通过各种业务主导全球市场。该公司期待通过整合多种活动，包括线上和线下购物、物流和数据传输在一个单一的价值链上，来改变零售行业。在中国，阿里巴巴已经在在线业务中占据领先地位，并希望在新的全球经济环境中继续扮演重要角色(Srnicek, 2017)。为了实现其目标，该公司正在通过与各方接触来加强其在线影响力。例如，该公司目前正与Sunning Commerce和银泰零售合作，以实现其目标。此举与加强线上运营与实体购物的整合有关。同样，公司也有申请;钱牛网目前拥有600多万用户。该应用程序对于促进商家和消费者之间的各种服务的商业运作至关重要。支付宝的使用对支持阿里巴巴的商业活动也至关重要。该公司已经加强了支付网关的安全操作，以确保其符合国际标准。物流部门还致力于改善运营网络，以有效满足客户需求(Srnicek, 2017)。这也涉及到支持专注于整合其在线业务的中小型企业的想法。所有这些操作对于利用数字工具实现商业目标都具有重要意义。
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阿里巴巴面临的挑战
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.
阿里巴巴面临的主要问题是通过平台进行的欺诈活动的不同案例。人们可以通过该网站以各种方式诈骗。最常见的形式是付款欺诈和交付有缺陷或损坏的商品(Barczyk et al.， 2011)。当一个人的电子邮件被黑客入侵时，支付欺诈行为通常是显而易见的，并且通过改变细节来影响将资金转移到黑客的银行账户。这种挑战很常见，而且在大多数情况下很难追踪骗子。不管怎样，不合格商品的交付也是很常见的，因为不是所有的供应商都花时间去核实客户的需求。此外，消费者的利润率也很窄;因此，他们有时可以故意以任何方式交付货物，因为他们认为他们的激励是不够的。有了这些经验，有必要指出的是，阿里巴巴应该着手解决一个重大挑战，以挽救自己的声誉。
Solution to Alibaba’s Challenge阿里巴巴挑战的解决方案
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.
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.
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