Research On Marketing Strategy Of Alibaba Company In Southeast Asia

After more than 10 years of rapid development of e-commerce in China,the amount of domestic e-commerce transactions is increasing year by year,the market scale and user scale have been very large.The growth of market scale and the number of users is slowing down,and the trend is peaking.It is necessary for Alibaba,a domestic e-commerce enterprise,to maintain its leading position in the increasingly competitive e-commerce market,reduce operating costs and lay out underdeveloped areas of overseas e-commerce.Southeast Asia is an important trading partner of China,with a large number of Internet users,relatively perfect logistics and mobile communication infrastructure,stable political environment,e-commerce development in the initial stage,and huge opportunities for e-commerce market.The development of global cross-border e-commerce platform has reduced the cost and threshold of international trade.As a result,significant changes have taken place in trade form,business model and organization mode.Even the smallest enterprises can use the cross-border e-commerce platform to connect with customers and suppliers in other countries,whether for China’s mature e-commerce enterprises or developing Southeast Asia It is a huge historical opportunity for many Southeast Asian e-commerce enterprises.The e-commerce field in Southeast Asia is still in the early stage of development.There are many competitors in the industry,and there are no e-commerce enterprises with monopoly power.Therefore,Alibaba’s entry into Southeast Asian market is an important milestone event for the development of China’s e-commerce industry,and it is also very important It is also an important step in the internationalization of Alibaba.The main purpose of this paper is to explore Alibaba’s marketing strategy in Southeast Asia.The writing idea of this paper is: firstly,sort out and elaborate the literature,and summarize the theories and research status related to this paper;Secondly,it describes the development status of e-commerce in China and Alibaba,followed by a detailed analysis and description of the development status of e-commerce in Southeast Asia and the similarities and differences of countries in the region;The third is the analysis of the Southeast Asian market economic environment and the motivation of Alibaba’s entry into the Southeast Asian market;Finally,through the analysis of STP theory,4Ps marketing theory and pest model,this paper formulates the marketing strategy of Alibaba in the Southeast Asian market.Through the introduction of Alibaba’s products and services in the Southeast Asian market,it gives Alibaba’s marketing strategy suggestions in Southeast Asia,and also gives reference to later cross-border e-commerce companies.Through this study,the market development strategy and related security strategy of Alibaba in Southeast Asia are basically clear,which lays a foundation for further study of cross border e-commerce operation in Southeast Asia.