阿里巴巴集团的SWOT分析及对策.doc

阿里巴巴集团的SWOT分析及对策 ?[摘 要] 随着科技的发展和社会的进步，电子商务逐渐走进我们的生活，电子商务也会在不久的将来成为我们的生活载体。那么如何使电子商务经济健康发展这个问题引起社会的重视。阿里巴巴自1999年在杭州开创以来一直是电子商务的龙头老大，是电商界的领头羊。本文首先介绍了阿里巴巴的发展概况及其各战略发展阶段，并运用行业分析以及SWOT分析等方法分析了阿里巴巴所处的微观环境及其业务组合结构，最后通过总结其快速发展的成功经验与存在的问题提出了未来的发展对策，以期为我国电子商务的发展提供借鉴。 [关键词] 阿里巴巴;行业分析;SWOT分析; The SWOT Analysis and Countermeasures of Alibaba Group Abstract:with the development of science and technology and the progress of the society, electronic commerce gradually comes into our lives, which will be our life carrier in the near future . Sothe problem that how to make the electronic commerce economy the healthy development cause the attention of the society. Alibaba in hangzhou has always been the leader of e-commercesince since 1999 its inception ,and business leaders in electricity. This article firstly introduces the general situation of the development of Alibaba and its strategic development stage, by analysi the SWOT method to analyze the Alibaba micro environment and its business portfolio structure, finally,we put forward the future development of countermeasures through summarizing the successful experience of its quick development and the existing problems , so as to provide reference for the development of Chinas e-commerce. Keywords: Alibaba; Industry analysis; SWOT analysis; 目 录 1.引言 .................................................. 1 1.1研究背景 ............................................................. 4 1.2研究意义及目的 ....................................................... 5 1.3文献综述 ............................................................. 6 2.阿里巴巴发展概况 ...................................... 6 3. 阿里巴巴优势分析 ..................................... 8 3.1市场占有率及品牌价值高 ............................................... 8 3.2资金安全性相对强且资金雄厚 ........................................... 8 3.3营销能力和亲和力强 ................................................... 9 3.4创新能力强 .......................................................... 10 4. 阿里巴巴劣势分析 .................................