阿里巴巴集团价值链分析英文

1Contents:Contents.........................................................................................................11.Introduction................................................................................................22.Alibaba'sprofitmodelandvaluechain......................................................32.1theprofitmodel..........................................32.2valuechain…………………………………2.3theinfluence……………………3.Customer’ssupplychain…………………………3.1Alibaba’ssupplychain………………………………………3.2TheStrategicLayoutofAlibaba……………………………………4.Supplierexportingactivities……………………………………4.1MarketingChannelvalue……………………………………4.2addvalue……………………………………5.Theproposalforthefirm…………………………………6.conclusion…………………………………7.reference…………………………………8.Appendix1................................................................9.Appendix2................................................................10.Appendix3................................................................21.IntroductionAlibaba.comLimitedisoneoftheworld’slargestonlinebusiness-to-business(B2B)companies.ItistheflagshipcompanyofAlibabaGroup.AlibabaGroupisthetradingplatformforsmallbusinesses.Andtheyhadalreadytobethegloballeaderofe-commercemarket.ThecompanywasfoundbyJackMain1999.JackMasaid“WeregisteredthenameAlimama,incasesomeonewantstomarryus!(2007)TheChinaheadquarterisinHangzhouandtheinternationalheadquarterisinHongKong.InMay2003,theyinvested100milliontobuildthepersonaltradeplatform-----Taobao.InOctober2004,AlibabafoundAlipaycompany,itbasedonthesafetyintermediaryserveforalltheelectricmarketing.Untilnow,thereare11companyundertheAlibabaGroup.TheyareAlibaba,Tmall,Alipay,Alisoftware,Alimama,koubeinet,Aliyun,YahooChina,Yitaonet,China10thousandnets,Juhuasuan.ThisassignmentwillanalysethebusinessofAlibaba’sstrategyandoperatingsysteminbrief.Howdoesitcreatvalueastheleaderoftheglobalelectroniccommercecompanyandwhatissupportforthebuyerandseller,howtheyabletodoexportactivitiesanddotheassessforthefirm.32.Alibaba’sprofitmodelandvaluechain2.1theprofitmodelAstheleaderofthee-commercemarket,Alibabahastheirownprofitmodelsuccessfully.Andthemodelissimpleanduseful.Alibabaisthebusiness-to-businessplatformwherethesellercanmeetbuyersontheglobalscale.Thesellercouldbethesuppliersandmanufactures,thebuyercouldbeoutsourcersorwholesalers.Thesellercouldbethebuyersatthesametime.ThefirmsupportChineseplatformandinternationalplatform.OneisinChineseandanotherisinEnglish.Ontheotherhand,Theresourceusageisabundant.Especiallyforthesupplynetwork.Alibabaabsorbsagreatdealofmemberthroughthelowandevenfreechargefirstly,thenitimprovedthechargestandardafteramemberoflowefficiencyandeliminatesomemalicioususers,thusfirmlygraspedthroughthepaythemembershipfeeforearningsandoldmembers,andthenthroughthebrandeffect,thedevelopmentofmouthnewmember,thegrowthofthemembershipfeeiscurrentlyoperatingincomemainAlibabacomposition.Let’sseetheChinamarketingoperationaldatafirst:ChinamarketplaceoperationaldataAsofDecember3120072008200920102011Registeredusers23,194,40230,120,70536,154,66943,776,28850,815,074Storefronts2,259,2833,648,5035,419,6586,847,6397,788,416Payingmembers266,009372,867501,316677,654658,800Wecanseethesomeinformationfromthefigure.From2007to2011,theregisteredusersincresetwofoldandthepayingmembersalmostbetriple.Fortheexampleof2011yearofAlibaba’sperformancereportshows,theregisteredusermorethan50billion,itwasup14%comparewith2010.what’smore,theinternationalmarketplaceoperationaldataisalsoverygood.Pleaserefertotheappendix1,from2002to2007,China’sInternetpenetrationratehadrisenfrom3.6%to12.3%crossinganimportantthresholdtocatchuptocountriesliketheUS,Japan,andSouthKoreawherepenetrationisover65%(2009,p2)4Actually,what’smore,theprofitcomesfromlotsofkind,suchaswebsitecopetitiverankings,Alisoftwareservices,paytreasure,Aliloans,allwebsiteadvertising,tradetraining,Alibusinessschooleducationindustryandlogistics.Theyaremanychannelstomakeprofit.FortheAlisoftware,itisagoodexampletocombinethecustomerandsupplier.InNov11th2011,TaoBaomalldothepromotionactivityfromthemorning.Whenthedawngetsdown,thereare3420,000usercominginTaobaoinoneminutes.Thepromotionactivitybreaksthrough100millionin8minutes.Andafter21minutestheAlipayturnoverwasmorethan200million.Inonehour,theturnoverwas439million.Inadayofdouble11,theturnoverwas3.36billion.Thefigureshowstheuserhaslargedemandofthegoodsonlineandthepromotionactivityisquitesuccessfulandbothofthesellerandfirmsdothesufficientjob.Thesellermakebigprofitonthisday.AndfortheAlibabacompany,thecashflowwouldbebenefitforthem.So,alloftheseller,buyerandAlibabaweregetacake.2.2valuechainThevaluechainisaconceptfrombusinessmanagementthatwasfirstdescribedandpopularizedbyMichaelPorterinhis1985best-seller,CompetitiveAdvantage:CreatingandSustainingSuperiorPerformance(1996,p61-78).Locationofsitesbasicactivitiesincludeinternallogistics,productionoperation,externallogistics,marketandsales,serviceandsoon;Andtheauxiliaryactivityisincludingprocurement,technologydevelopment,humanresourcesmanagementandenterpriseinfrastructure,etc.5Asforthe