I互联网企业的投资战略分析——以阿里巴巴为例摘要II伴随着经济全球化，文化多元化的社会形势，网络日益普遍发展，电子商务市场也渐渐繁荣起来，阿里巴巴集团已经成为了全中国最大的电子商务平台网络交易中心，同时也在中国的电子商务起着主导的作用。并且阿里巴巴集团对中国的电子商务企业和传统零售企业影响深远,所以对今天的经济全球化的局势说，我们研究阿里巴巴集团的企业发展的战略能够给新兴的科技结构模式和发展带来积极的影响。近年来，随着电子商务产业的快速发展，促进了中国经济的进步的同时，也带动了许多新兴行业发展。但是同样也存在着问题，为了能让阿里巴巴集团更加健康的发展，本文对阿里巴巴集团战略进行了研究和分析。本文首先对阿里巴巴公司进行简单介绍，然后根据阿里巴巴现有的战略进行全面分析，得出现有战略存在的问题，对战略实施提出修改意见，同时也运用了SWOT分析法，对阿里巴巴企业进行宏观环境、行业竞争环境以及阿里巴巴企业自身环境做了全面分析，在这个基础上对阿里巴巴集团的战略提出修改意见和改进方案。关键词：阿里巴巴集团；企业发展；SWOT分析；投资战略IIIStudyonAlibaba'sInvestmentStrategyAbstractWiththesocialsituationofeconomicglobalizationandculturaldiversity,thenetworkisdevelopingmoreandmorewidely,andthee-IVcommercemarketisalsograduallyflourishing.AlibabaGrouphasbecomethelargestelectroniccommerceplatformnetworktradingcenterinChina.AtthesametimealsoinChina'se-commerceplaysaleadingrole.AndtheAlibabaGrouphasaprofoundimpactone-commerceenterprisesandtraditionalretailenterprisesinChina,sowesayaboutthecurrentsituationofeconomicglobalization.OurresearchonAlibabaGroup'senterprisedevelopmentstrategycanhaveapositiveimpactontheemergingscienceandtechnologystructuremodelanddevelopment.Inrecentyears,withtherapiddevelopmentofe-commerceindustry,promoteChina'seconomicprogress,butalsoledtothedevelopmentofmanynewindustries.Buttherearealsoproblems,inordertomakeAlibabagroupmorehealthydevelopment,thispaperhascarriedontheresearchandtheanalysistotheAlibabagroupstrategy.Inthispaper,AlibabaCompanyisintroducedbriefly,Vandthentheexistingstrategyisanalyzedcomprehensively,theexistingproblemsoftheexistingstrategyareobtained,andthesuggestionsontheimplementationofthestrategyareputforward.Atthesametime,theSWOTanalysismethodisalsoused.ThispapermakesacomprehensiveanalysisonthemacroenvironmentofAlibabaenterprise,thecompetitionenvironmentoftheindustryandtheenterprise'sownenvironmentofAlibaba.Onthisbasis,theauthormakesacomprehensiveanalysisofAlibaba.TheGroup'sstrategyproposeschangesandimprovements.Keywords:AlibabaGroup;EnterpriseDevelopment;SWOTAnalysis;InvestmentStrategy目录摘要....................................................................................................IAbstract.................................................................................................IIVI1绪论....................................................................................................11.1研究背景...................................................................................11.2研究意义...................................................................................11.3研究内容...................................................................................11.4文献综述...................................................................................21.4.1国外综述..........................................................................21.4.2国内综述..........................................................................22阿里巴巴集...
