Research On Chinese E-Commerce Enterprises Entering The Middle East Market Strategy

In 2013,President Xi Jinping proposed the “Belt and Road Initiative” and advocated the active development of economic partnership with countries along the route.In 2015,Premier Li Keqiang first proposed the concept of “Internet +” in the government work report,and let it played the role of the optimization and integration in the production factors.Under such a new situation and the new pattern of comprehensive opening up proposed by the 19 th National Congress in 2017,e-commerce has ushered in unprecedented opportunities and conditions for all-round expansion in the world market.However,China and the United States,which are each other's largest trading partners,have become more difficult because of the Sino-US trade disputes that began in March 2018.There has been no end to this.Therefore,Chinese foreign trade needs to be diversified in geospatial space,in addition to familiar foreign markets,including foreign markets such as the Middle East need to be familiar.The research object of this paper is the strategy of Zhejiang Zhiyu Group to enter the Middle East e-commerce market.Although it is not very well-known in Chinese domestic ecommerce industry,with the development of the Middle East e-commerce market in recent years,the Middle East e-commerce market has been greatly affected.Concerned,Chinese ecommerce enterprise is one of the largest e-commerce platforms in the Middle East,and it has also attracted people's attention.This paper starts from the entry into the strategic theory of the international market of enterprises,studies the market choices that enter the Middle East market,enters the timing and mode,and uses the methods of PEST and five-force model to analyze the self-development and external environment of Zhejiang to enter the Middle East market;The SWOT analysis combines the internal and external environmental factors that have entered the Middle East market,and analyzes the advantages,disadvantages,opportunities and threats faced by the internationalization of the Middle East.It is concluded that the competitive strategy of entering the Middle East is embodied in a differentiated strategy,a localization strategy and a diversification strategy.Combined with its successful experience,it provides reference and suggestions for Chinese e-commerce enterprises to enter the Middle East market.Many e-commerce companies in China have begun to explore new foreign markets in order to gain more market share,and the Middle East countries are also seeking new economic paths other than the oil economy and changing the people's livelihood.Compared with the Middle East countries where manufacturing is not so developed and e-commerce is long-term backward,Chinese e-commerce has strong competitiveness in entering the Middle East market.The study of the emerging e-commerce market in the Middle East and Zhiyu impediment to enter the market has enriched the research on emerging e-commerce markets to a certain extent,and enriched the strategic theory of Chinese e-commerce enterprises in the internationalization of enterprises into overseas markets.At the same time,this paper also has its shortcomings.Many financial data of the Zhiyu Group have not been made public,and the data in the Middle East is not sufficient compared with the domestic ones.I hope that later scholars will supplement this.