Research On The Competitive Strategies Of Aliexpress

The use of E-commerce in the field of foreign trade in China, so far there are more than ten years, but it is still very young and diverse. When the online trading platforms Taobao Mall, Jingdong Mall Dangdang are very popular,cross-border online wholesale and retail trading platforms are booming day by day,Such as DHgate, Orchid Pavilion, Milan net and so on. The foreign trade e-commerce is developing rapidly, prior to2009,the foreign trade e-commerce was a kind of yellow pages, same as Alibaba promotion mode, can not support transactions online, foreign trade e-commerce has completed the transformation from the information age to the transaction times.2009, Alibaba launched AliExpress following the DHgate, including overseas promotion, transaction support, logistics, online payment, after-sales service, dispute processing and credit system integration services platform. According to the statistics of the PayPal business, China cross-border e-commerce trade volume accounted for Asia by about50%, and the growth rate is very surprise.AliExpress of Alibaba help domestic SMEs to contact oversea terminal wholesalers and retailers, small batch of quick sales, expanding profit margins,and to build integration orders, pay online trade,logistics in one trading platform. AliExpress best for domestic SMEs to create more revenue in the global trade under the new situation.Firstly,In this thesis, starting from the background and significance,introduced the status and development of cross-border online transactions context of foreign trade e-commerce to define the definition and connotation of e-commerce in the context of cross-border online trading platform, gradually introduced overview of the foreign trade e-commerce at this stage of the context of cross-border online trading platform and its mode of operation. The article also reviews the theory of e-commerce and enterprise strategic theory. This thesis is also a large number of reference information and literature, many benefits for clarify my point of view.Secondly, through the use of strategic theory, PEST and five forces model analysis method,i analyzed AliExpress macroeconomic environment, industry environment, micro-environment,so as to provide a scientific basis for the determination of the competitive strategyFinally, this article analyzed the operations problems about AliExpress,research and analysis of the company’s strengths and weaknesses by SWOT, and then followed by analysis of the three competitive strategies and come to main AliExpress competitive strategy is cost leading strategy-,differences and objective gathering strategy, supplemented to catch up with competitors, and proposed10measures to guarantee the effective implementation of the competitive strategy.