Ali Mom Business Model Research

Alimama is a comprehensive third-party online advertising alliance platform, its business model is a online advertising alliance trading platform which contains C2C and B2C advertising trade. Alimama online advertising platform is necessary for long tail of websites and advertisers. In a word, Alimama's business model for online advertising market injected new blood , it is a positive role model for establishment and expression of online advertising platform.Alimama, which transformed from a online advertising trading platform to one for e-commerce and around e-commerce service, is based on the its problems and development bottleneck of online advertising, such as members of coincidence high, low level federation platform competition, etc. Facing the problem of online advertising market itself does not regulate, Alimama studied and weighed the situation adjusting itself to make its development strategy of commercial mode better adapt to online advertising market environment, in order to obtain the new development. The transformation of the Alimama provides a typical significant model for the researchers to focus on online advertising alliance and stimulates the thinking of online advertising market.This paper expresses the relationship between online advertising alliance and online advertising platform, it analyzes the Alimama's business model from three angles of industrial chain, cash flow and information flow. It concluded from the analysis of the online advertising market competition pattern that Alimama need support from Ali group's resources to develop clean and bind unique competitive advantage, and online advertising platform development needs the cohesive forces, attached to the strong network group to stand on foot. Alimama's transformation reflects the adjusted adaptability betwween online business model of advertising platform and online advertising alliance market, and on the other hand, it reflects online advertising platform and its development does not grow up ,which is on the way of exploring. This paper also pointed out that the most important to the development of online advertising platform is self-improvement and exploration of core competitiveness.