阿里巴巴发展战略分析.docx

PAGE PAGE 12 阿里巴巴发展战略分析 内 容 摘 要 阿里巴巴集团的成功，不仅得益于创始人马云能够掌握时代趋势，懂得借势而起，也得益于阿里巴巴集团在发展的进程中不断改进和创新的发展策略以及面对错误时立马认错并配合改正的积极态度。本文对阿里巴巴集团的差异化战略、多元化战略和国际化战略进行研究分析，得出阿里巴巴集团成功的关键战略因素，给予其他企业一些成功的借鉴，同时，通过对阿里巴巴集团近期所面临的危机分析，一方面，对阿里巴巴集团提出了一些战略优化建 议，另一方面也提醒其他互联网企业，在战略选择上，要以社会发展为大前提，摆正自己的定位，以正确的发展战略促进行业的可持续健发展，建立一个有序的市场环境和秩序。 未来的阿里巴巴集团需要在当前的战略基础上，改进其战略发展模式，有所为，有所不为，才是阿里巴巴集团最佳的战略选择。 关键词：阿里巴巴集团；发展战略分析；机遇与挑战；未来发展展望Analysis of Alibaba's Development Strategy Abstract The success of Alibaba Group not only benefits from Ma Yun's ability to grasp the trend of the times and know how to take advantage of the situation, but also benefits from Alibaba Group's innovative development strategy. By analyzing the background, diversification strategy and internationalization strategy of Alibaba Group and the opportunities and challenges faced by Alibaba Group at present, this paper obtains the key strategic factors of Alibaba Group's success and gives some successful reference to other enterprises. At the same time, by analyzing the recent crisis faced by Alibaba Group, on the one hand, it puts forward some strategic optimization suggestions for Alibaba Group and reminds other Internet enterprises. In strategic choice, we should take social development as the major premise, correct our own position, promote the sustainable and healthy development of the industry with the correct development strategy, and establish an orderly market environment and order. In the future, Alibaba Group needs to improve its strategic development model on the basis of the current strategy, and it is the best strategic choice for Alibaba Group to do something. Key words: Haier; Alibaba group；Development strategy analysis; Opportunities and challenges; Future development prospect 一、绪论 （一）研究背景 企业的发展战略是企业通过纵观全局和长远发展的视角来探究企业在复杂多变的竞争环境中如何生存与发展的重要问题，是企业经营成败与否的关键因素之一。随着时代的变迁，互联网深入到人们生活的方方面面，传统的商业模式已不适合“互联网+”这一时代背景的发展，人们对电子商务服务和质量的不断追求，使得电子商务生态体系的完善成为企业新的经济增长点和发展模式。在日趋激烈的市场竞争环境下，企业要有顺势发展的战略能力，积极主动地制定正确的发展战略，实现战略升级，以形成多种领先优势推动企业的