Current Issue : April-June Volume : 2023 Issue Number : 2 Articles : 5 Articles
In recent years, the development of China’s e-commerce industry has been in full swing and has had an important impact on economic development. Taking Alibaba Group as an example, this paper firstly introduces the overview and development history of Alibaba Group, which is a leading e-commerce company; secondly, it analyzes Alibaba’s internationalization strategy from three aspects: international market selection strategy, international market entry strategy and international marketing strategy; it concludes that Alibaba adopts a diversification strategy in internationalization, and the location selection and entry mode of internationalization can be summarized as “dualtrack”. It is concluded that Alibaba adopts a diversification strategy and its internationalization strategy can be summarized as a “dual-track system”; it expands abroad with e-commerce as its core in overseas acquisitions; and its organizational structure, human resources and business structure are adjusted in line with its internationalization development. Lastly, we propose some rationalization suggestions for China’s e-commerce enterprises in light of Alibaba Group’s successful experience in international development: strengthening brand building, optimizing organizational structure, strengthening talent introduction and retention, and enhancing core competitiveness, so as to promote China’s e-commerce enterprises’ international development strategies and march into the international market....
With the development of the economy and the improvement of people’s living standards, the cosmetics industry is booming. Chinese beauty brands are rapidly emerging using Internet marketing, and competition is gradually becoming fierce. In this context, Chinese beauty brands have entered into the internationalization process, but in the process of going abroad, they also face various problems. In this paper, we analyze the current marketing situation of Perfect Diary based on the 4I theory, find out the marketing problems and analyze the reasons, and finally provide some suggestions for optimization based on the Japanese environment, hoping to provide some reference for the international marketing of Chinese beauty brands....
E-commerce live streaming has become a new trend in people’s online shopping. A variety of live streaming platforms provide people with means of communication and communication. E-commerce live streaming stimulates consumption, greatly promotes economic development, and enables people to understand the world and observe society from different angles. Among them, the application of information symbols has become the bottleneck for the sustainable development of e-commerce live broadcast. Through the analysis of symbol interaction in e-commerce live streaming, this paper holds that e-commerce live streaming not only meets people’s shopping needs, but also plays a certain role in leisure and entertainment and emotional companionship. It also puts forward some strategic suggestions to promote the sustainable and healthy development of e-commerce live streaming by creating lively and interesting interactive content symbols and building scene symbols that accompany audiences to “pick goods, recognize goods and buy goods”....
In the era of economic globalization, the differences and conflicts of enterprise culture are increasingly obvious, with the continuous expansion of the scale and scope of multinational business activities. The cultures of countries are permeating one another. It is impossible to find a foothold in the world only by “shutting one’s door” or unilateral export. As a kind of cross-cultural management, the management of multinational companies has become the most important economic engine. When an industry or a product wants to take root in a foreign market, if it ignores the cultural habits and cultural penetration of other countries, the operators will be stuck in the same place, which is not conducive to long-term development. Therefore, many multinational companies attach great importance to the understanding, integration and innovation of each other’s cultures, so as to form a unique business philosophy and environment which is suitable for their own multinational companies, which are mainly “localized”, and establish a cross-cultural enterprise culture; so as to better achieve business objectives, reduce business costs, and create international competitive advantages. In this paper, the aspects of operating cost, communication and environment are selected as the entry point to study the enterprise management innovation and other issues. Try to rely on enterprise management innovation to promote the comprehensive competitiveness of enterprises, and how to improve enterprise management innovation and put forward reasonable suggestions....
The objective of this article is to revive the ongoing debate of whether trade liberalisation contributes to poverty reduction. This article considers case studies from East Asia and Latin America to demonstrate the varied effects of trade. Whilst structural instability and the Dutch disease phenomenon hindered trade liberalisation gains in Latin America, on the other hand, diversified economic structure and greater macro-economic stability allowed East Asia to reap the benefits of open trade, to its advantage. In effect, liberalisation does not have an overwhelming reduction in poverty. Although the long-term effects are positive and significant, there are many costs and factors that may hinder the success of liberalisation. A set of guidelines and the country’s readiness are required....
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