China E-commerce Enterprises Internationalization Strategy Research

In the late 1990 s,the Internet began to enter China,and have a long journey of development since then.During the past 20 years,e-commerce has a rapidly growth in China,related to the develop of Internet.Only after 10-year-development,China becomes to the world's largest population of Internet,with 253 million users over America.The popularity of the Internet and e-commerce has changed people's lives,from computer to Pad,from PC side to mobile side,from online to offline,with many kinds of ways like group buying,online shopping and so on.Nobody knows what kind of surprise it will take.In recent two years,e-commerce enterprises expand to the international market,but don't have a good performance.There are some differences between imagination and reality.So why they failed all the time? Is there any difference in the internationalization strategy? And how to go out for the international market? It's worth to discussing,and have a important value to the internationalization of Chinese e-commerce enterprises.This paper start from the internationalization stage of e-commerce enterprise to analysize both domestic market and international market,comprehensive the state of e-commerce in China.How much is the market scale? What kinds of segment does it have? How about the development of company? Is there any regional characteristics? Will the international market influence the choice? What kind of location would it prefer? And how about the future development? We will analysis from internal level and market level to explore the motivation of internationalization after a sufficient understand.Then,we use Alibaba as an example,to make a specific analysis of its internationalization progress and strategy choice.We make clear of its situation by go through its development history.Then,discuss the internationalization of Alibaba from five parts,target,planning,location,strategy and implementation guarantee.Next,compare with the traditional ones,find the reason why there has a difference.Final,summarize from its failure in Japan.This has a great significance to the study of the internationalization strategy of e-commerce enterprises.Finally,in view of market environment,enterprise management and products,find the problems most company may meet in the progress of internationalization.And then,learn from the experience of Alibaba and clear defines the responsibility,also knows the solution.That would be hopeful if it can promote the internationalization progress of domestic e-commerce enterprise.