Study On Strategic Choice And Enterprise Boundary Based On Jingdong Mall

With the rapid development of economic society, each enterprise on the chain organization maintains its optimal scale of enterprise, the research of enterprise boundary is also more and more get the attention of economists and management experts.This article from the present situation of Jingdong mall, development course, the problems of logistics, as well as the enterprise macro and industrial environment, to analyze the enterprise in the face of logistics service problems by the strategic choice of the impact on the enterprise boundaries. Because of Jingdong mall self-built logistics costs are much higher than the market to complete the transaction costs. Jingdong mall, however, will take the integration strategy of the internalization of logistics service enterprise behavior, by classic Coase transaction costs theory fails to explain.In this thesis, Starting from the hypothesis of economic man could be divided into short-term transaction costs theory of Coase enterprise boundaries, will be based on the strategic choice of enterprise boundary theory is defined as a long-term enterprise boundaries. To explain enterprise breakthrough Coase transaction cost theory, choose the rationality of the behavior of the integration strategy. Finally analyzed influence of Jingdong mall integration strategy implementation, and lead to its boundary change factors are:Status, Outsourcing logistics services in the industry of uncontrollable risk, Outsourcing logistics companies may form a strategic alliance with rivals, Shaping of the brand, the logistics cost is the cost of the main aspects and so on collection of long-term strategy, comprehensive all consider for a long time.