Research On Internationalization Strategy Of Jingdong Group

In recent years,with the changing state of affairs of economic globalization,the intensification of international trade frictions.Undering the influence of the worldwide new crown epidemic,the uncertainty and risks of the event of economic globalization have multiplied.China advocates the coordinated development of the"Belt and Road" region,and actively builds a new pattern of harmonized development at home and abroad,which has greatly promoted the new trend of regional economic globalization.With the continual improvement of our country’s integral capabilities,domestic enterprises have allotted cross-border business activities.Since the eruption of the globe new crown epidemic,cross-border ecommerce has been negatively affected to a particular extent,and at a similar time,the epidemic has additionally aroused the potential of cross-border e-commerce.Under the stimulation and promotion of the epidemic,the competition inside the domestic and foreign e-commerce market has become more and more intense.So as to push the event of cross-border e-commerce,the Chinese government has successively published a series of policies to support and bring a brand new chance for the international development of e-commerce.Policies associated with crossborder e-commerce have absolutely mobilized international global resources and optimized the worldwide economic market,taking part in a necessary role in promoting the international development of our country’s net e-commerce enterprises and ushered in new development opportunities.Under the background of the new development trend of regional economic globalization,this paper selects the international development of Jingdong Group as the case research central content,built on the theories of corporation internationalization strategic management,and adopts the strategic analysis implements of PEST analysis and SWOT analysis to carry thoroughly research and analysis on the internationalization strategy of Jingdong Group which has been implemented,furthermore,this thesis also select literature review method and case study method.Firstly,the theories related to internationalization strategy are searched and sorted out,and the literature review of the prevailing analysis results of internationalisation strategy of enterprises at home and abroad is carried out.Secondly,taking the implementation of internationalization strategy of Jingdong Group as an example,the paper studies the current situation of internationalization development of Jingdong Group,the process of internationalization,the specific measures of its internationalization strategy over the years,and the existing problems and challenges of its internationalization strategy.Finally,using the PEST model and SWOT model to deeply analyze the current macro surroundings of the international development of domestic and foreign net e-commerce platforms and the strengths and weaknesses of Jingdong Group,which providing a background basis analysis for internationalization strategy of Jingdong Group.The research of this paper finds that the current problem of internationalization strategy of Jingdong Group.Combined with its globalization development goals,to enhance the global competitiveness as a strategic optimization,it is concluded that the optimization of Jingdong Group’s internationalization strategy is put forward to optimize choice for international diversification strategy,and from the perspective of enterprise performance and enterprise innovation,it demonstrates the results of the international diversified strategic competition of Jingdong Group.and from the perspective of enterprise performance,enterprise innovation,jingdong group take international diversification strategy competition results.In addition,it proposes that Jingdong Group should seize the national policy opportunities to adapt to the expansion of cross-border e-commerce B2B business model,drive the upgrading of the Internet industry chain and increase the international strategic competitiveness of Jingdong Group.The research results of this thesis are about how the internationalization of Jingdong Group will continue to develop in a favorable direction in the increasingly complex competition in the international trade environment,and put forward suggestions that can adapt to the environment of the times and enhance its international competitiveness.