阿里巴巴公司在電子商務發展歷程之研究

Abstract

本研究探討中國優秀的電子商務公司-阿里巴巴公司的成功要因，利用5步驟CS-DICA做為研究方法 (搜集、篩選、描述、管理意涵、評論與應用)，由巫木誠博士所提出的。首先從不同的來源蒐集大量資訊，篩選並組織重要部份成為重要事件；其次描述每個事件背景和探討管理意涵；最後針對每個事件下評論與管理意涵可能的應用。本研究歸納出阿里巴巴有6個重要事件，包含阿里巴巴以B2B仲介模式創業、淘寶和eBay之間的戰爭、淘寶獲利模式、創立天貓、阿里巴巴雲端服務、阿里巴巴網路金融服務。本研究分析出8項成功關鍵因素，第一、公司選擇目標客群要專精且範圍小，第二、電商公司發展早期應先求市佔率再求獲利率，第三、公司競爭優勢會受到創新商業模式的影響，轉換成劣勢，第四、新興產業的公司採取做中學策略，第五、仲介商業模式的目標客群以小客戶較容易成功，第六、扭轉品牌負面形象(淘寶轉至天貓)，第七、電商公司應掌握入口通路，第八、商流變金流，從買賣仲介變網路金融的角色。透過這些關鍵因素提供給想進入電子商務產業的人一些指導方針。

This study investigates why Alibaba Corp, a shining e-commerce company establish in China, is so successful. To this end, we adopt a 5-step procedure called CS-DICA(Collection, Selection, Description,Implication,Comments-and-Applications) proposed by Dr. Muh-Cherng Wu. That is, this research collects a large amount of information from different sources, selects important parts and organizes them into various events. Then we describe each event and discuss the management implication. Finally, we make comments on the events and suggest possible applications. This research indicates 6 important events of Alibaba. The 1st event is about how Alibaba started its B2B agency business. The 2nd event is about the war between Alibaba (called Taobao in brand) and eBay. The 3rd event is about the profit model of Taobao. The 4th event is about Tmall (a new brand of Alibaba), which is a new business model spinoff from Taobao. The 5th event is about the web services of Alibaba. The 6th event is about Alibaba’s development of financial services called Ant Financial. This research identifies 8 critical success factors of Alibaba. First, companies should have target customers and focus on them. Second, e-commerce companies in their early stages should focus on market shares rather than profit rate. Third, a company’s competitive assets may unexpectedly become debts when an innovative business model comes out. Forth, companies should learn by doing while facing high-growth and new business opportunities. Fifth, when acting as a trading-agency, small companies should focus small-sized companies or individual as their target customer. Sixth, companies should transfer their negative image (Taobao) into positive one (Tmall). Seventh, companies should control the portal channel. Eighth, the trading-services may pave a way to providing financial services. These identified successful factors may provide guidelines for those already or intending to participate in the e-commerce industry.