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商品編號: 9-719-433 出版日期: 2019/01/03 作者姓名: Khanna, Tarun;Allen, Ryan;Frost, Adam;Koo, Wesley 商品類別: Other 商品規格: 23p 再版日期: 2019/10/09 地域: China 產業: E-commerce industry 個案年度: 2014 - 2017
商品敘述:
Alibaba''s Rural Taobao initiative had been launched in 2014 as a public service initiative to increase e-commerce adoption in China''s remote rural areas. In the first two iterations of the initiative, dubbed "1.0" and "2.0", Alibaba had partnered with local businesses and young returnees to operate village stations. Village stations served as logistical and educational hubs to help villagers make online purchases. Despite significant growth in sales through village stations, the business model was operating at a loss, and competitors JD and Pinduoduo were growing quickly, threatening to challenge Alibaba by claiming the rural e-commerce markets. Bill Wang, the head of the initiative, was tasked with designing and implementing the next model for Alibaba''s future expansion into rural areas. The decision centers around whether Alibaba should copy the successes of competitors JD and Pinduoduo, escalate commitment to its original value proposition (hands-on service to villagers), or embrace an entirely new model. The case highlights the competing pressures of financial performance, CSR and corporate mission, government relations, and long-term competitive positioning that are common to major strategic decisions.
涵蓋領域:
Business and government relations;Business growth;Corporate social responsibility;Emerging markets
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