跨境电商 | 速卖通业务SWOT分析
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文约2000字，阅读时长4分钟</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">阿里巴巴<span style="color: black;">全世界</span>速卖通属于阿里巴巴国际站的一个分支<span style="color: black;">公司</span>，于</span>2009<span style="color: black;">年</span>4<span style="color: black;">月试运行。制定其竞争战略的目的在于为中<span style="color: black;">长时间</span>发展进行谋划，寻求快速突围并发展壮大的有效途径。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">SWOT<span style="color: black;">分析矩阵，是一种战略分析<span style="color: black;">办法</span>，<span style="color: black;">重点</span><span style="color: black;">经过</span>分析<span style="color: black;">科研</span>对象的内部劣势</span>(weakness)<span style="color: black;">、内部<span style="color: black;">优良</span></span>(strength)<span style="color: black;">、<span style="color: black;">外边</span>威胁</span>(threat)<span style="color: black;">和<span style="color: black;">外边</span>机会</span>(opportunity),<span style="color: black;">加以综合分析与<span style="color: black;">评估</span>得出结论。该<span style="color: black;">办法</span><span style="color: black;">重点</span><span style="color: black;">经过</span>对<span style="color: black;">外边</span>环境、内部资源有机结合来分析对象的资源缺陷和<span style="color: black;">优良</span>，<span style="color: black;">科研</span>分析对象存在的挑战和机会，下面对阿里巴巴<span style="color: black;">全世界</span>速卖通进行</span>SWOT<span style="color: black;">分析。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">优良</span>分析</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">内部<span style="color: black;">优良</span><span style="color: black;">指的是</span>企业或单位强于竞争对手的<span style="color: black;">优良</span>，它可使企业或单位在竞争中得到有力<span style="color: black;">要求</span>。阿里巴巴<span style="color: black;">全世界</span>速卖通的<span style="color: black;">优良</span><span style="color: black;">包含</span>如下几方面</span>:</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">1<span style="color: black;">、有强大的后盾。</span></span><span style="color: black;">正<span style="color: black;">所说</span>大树底下好乘凉，阿里巴巴<span style="color: black;">全世界</span>速卖通成立初期就投入</span>1<span style="color: black;">亿美金主攻美国市场，每次大型促销活动的投入都是上千万美元，在</span>Google<span style="color: black;">等搜索网站<span style="color: black;">连续</span>大力的投入资金进行网站推广，使得速卖通网站流量剧增，世界排名<span style="color: black;">快速</span>网上窜，只用了不到</span>2<span style="color: black;">年的时间就全面大幅度赶超早成立</span>5<span style="color: black;">年的敦煌网。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2<span style="color: black;">、地域<span style="color: black;">优良</span>。</span></span><span style="color: black;">阿里巴巴属外商参股企业，马云以及管理层和中投、博裕资本、中信资本和国家<span style="color: black;">研发</span>银行等私募基金将持有约</span>49%<span style="color: black;">的股份</span>;<span style="color: black;">软银将持有约</span>31%<span style="color: black;">的股份</span>;<span style="color: black;">雅虎将持有约</span>20%<span style="color: black;">的股份，这就方便了阿里巴巴在<span style="color: black;">全世界</span><span style="color: black;">区别</span>的地区开展业务网。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">3<span style="color: black;">、资金安全性强。</span></span><span style="color: black;">虽然</span>2009<span style="color: black;">和</span>2010<span style="color: black;">年分别有</span>1219<span style="color: black;">家和</span>1107<span style="color: black;">家的“欺诈门”事件，<span style="color: black;">机构</span>于</span>2012<span style="color: black;">年</span>2<span style="color: black;">月<span style="color: black;">准许</span><span style="color: black;">机构</span>集团</span>CEO<span style="color: black;">卫哲、集团</span>C00<span style="color: black;">李旭晖引咎辞职，原</span>B2B<span style="color: black;">人事副总裁</span>CPO<span style="color: black;">邓康明<span style="color: black;">亦</span>被降级，<span style="color: black;">机构</span>对受欺诈事件</span>2000<span style="color: black;">多名受害者赔偿</span>170<span style="color: black;">多万美元。<span style="color: black;">经过</span>这一事件充分说明该<span style="color: black;">机构</span>勇于自曝家丑，敢于承担责任。<span style="color: black;">以上</span>事件虽然影响了<span style="color: black;">机构</span>形象，<span style="color: black;">然则</span><span style="color: black;">日前</span>阿里巴巴依然是国内资金最安全的企业之一。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">劣势分析</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">竞争劣势<span style="color: black;">指的是</span>企业做得<span style="color: black;">欠好</span>的或缺少某种东西，使企业<span style="color: black;">处在</span><span style="color: black;">有害</span><span style="color: black;">原因</span>的某些<span style="color: black;">要求</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">1<span style="color: black;">、第三方支付结算支付宝</span>(alipay)<span style="color: black;">外资强势参股下前景不明了支付宝<span style="color: black;">机构</span>失去了实体的支持，其价值和利润<span style="color: black;">源自</span>荡然无存。</span></span><span style="color: black;">虽然阿里巴巴回购雅虎</span>20%<span style="color: black;">的股份，<span style="color: black;">然则</span>软银和雅虎一旦联合依然<span style="color: black;">能够</span>对支付宝绝对控股，<span style="color: black;">倘若</span>放弃与“支付宝”合作，<span style="color: black;">那样</span>“支付宝”将徒有其表了。央行等政府<span style="color: black;">公司</span>可能会鼓励中资银行大规模进入在线支付产业，这对软银和雅虎强势参股的“支付宝”<span style="color: black;">来讲</span>，可不是一个<span style="color: black;">好处</span><span style="color: black;">信息</span>。<span style="color: black;">状况</span>完全<span style="color: black;">区别</span>的</span>eBay<span style="color: black;">，全资控股的</span>Paypal<span style="color: black;">在<span style="color: black;">全世界</span>口碑良好，为广大跨境在线采购商和消费者所<span style="color: black;">喜爱</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2<span style="color: black;">、信誉度降低。</span></span><span style="color: black;">在该<span style="color: black;">机构</span>的监管不力和纵容下，</span>2009<span style="color: black;">和</span>2010<span style="color: black;">年有</span>1219<span style="color: black;">家和</span>1107<span style="color: black;">家的中国供应商客户涉嫌欺诈客户，<span style="color: black;">引起</span>了令人震惊的“欺诈门”事件，这一<span style="color: black;">状况</span>对速卖通的卖家<span style="color: black;">亦</span>产生了<span style="color: black;">必定</span>的<span style="color: black;">暗影</span>，<span style="color: black;">机构</span>做了<span style="color: black;">海量</span>的挽救<span style="color: black;">办法</span>，但还需要还时间来弥补修复被<span style="color: black;">损伤</span>的信誉度。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">3<span style="color: black;">、运营成本较高。</span></span><span style="color: black;">阿里巴巴<span style="color: black;">全世界</span>速卖通以收取交易佣金为主的盈利模式虽然<span style="color: black;">非常</span>可观，但速卖通的在线交易平台的运营成本相<span style="color: black;">针对</span>其他传统贸易电子商务平台要高出<span style="color: black;">非常多</span>，投入<span style="color: black;">报答</span>周期相对较长。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">4<span style="color: black;">、客户服务的专业化水平较低。</span></span><span style="color: black;"><span style="color: black;">因为</span>速卖通成立时间还很短，业务规模发展过快，使得平台的管理流程，和客户服务等方面跟不上，从而<span style="color: black;">引起</span>众多卖家和买家产生<span style="color: black;">许多</span>不满，在速卖通论坛里面便<span style="color: black;">能够</span>看到许多抱怨的言论。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">机会分析</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">市场机会是对企业竞争战略的形成和确定有非常重大影响的要素。企业应当<span style="color: black;">评估</span>和确认市场环境中所有机会的成长空间，<span style="color: black;">选取</span>其能给企业带来最大效益机遇来赢得市场。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"> 1<span style="color: black;">、优惠税收。</span></span><span style="color: black;">国家规定高科技服务业减至按</span>15%<span style="color: black;">征收企业所得税</span>(<span style="color: black;"><span style="color: black;">通常</span>企业所得税为</span>25%)<span style="color: black;">，<span style="color: black;">包括</span>电子商务企业。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2<span style="color: black;">、国家政策支持发展。</span></span><span style="color: black;">政府中提出</span>2006<span style="color: black;">年至</span>2020<span style="color: black;">年国家优先重点的发展<span style="color: black;">行业</span>中就有现代服务业及信息产业</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">3<span style="color: black;">、<span style="color: black;">潜能</span>巨大的市场。</span></span><span style="color: black;">中国网络市场呈现<span style="color: black;">连续</span>高速发展态势，</span>2012<span style="color: black;">年前三季度，中国电子商务市场交易额达</span>5. 6<span style="color: black;">万亿元人民币，比去年同期增长</span>25%<span style="color: black;">。</span><span style="color: black;">据艾瑞咨询统计，<span style="color: black;">截止</span></span><span style="color: black;">2011</span><span style="color: black;">年，中国己经超过五千多万家中小企业具备电子商务应用能力。中小企业数量随着<span style="color: black;">全世界</span>经济的逐步复苏而<span style="color: black;">起始</span>逐年<span style="color: black;">增多</span>，预计到</span><span style="color: black;">2014</span><span style="color: black;">年将有望超过六千万家，年增长率</span><span style="color: black;">8%</span><span style="color: black;"><span style="color: black;">上下</span>受金</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">4<span style="color: black;">、美国货币量化宽松政策给人民币跨境结算因带来了许多良机。</span></span><span style="color: black;">人民币结算跨境贸易试点工作自</span>09<span style="color: black;">年<span style="color: black;">败兴</span>，</span>2011<span style="color: black;">年</span>8<span style="color: black;">月试点几乎扩大至全国范围，央行于</span>2012<span style="color: black;">年继续扩大了跨境贸易人民币结算试点。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5<span style="color: black;">、国家<span style="color: black;">已然</span><span style="color: black;">准许</span>了部分符合<span style="color: black;">要求</span>的<span style="color: black;">公司</span>进行第三方支付结算，<span style="color: black;">准许</span>非金融<span style="color: black;">公司</span><span style="color: black;">能够</span>有<span style="color: black;">要求</span>的进行第三方支付结算业务。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">威胁分析</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">机构</span>或单位的<span style="color: black;">外边</span>威胁<span style="color: black;">指的是</span>在<span style="color: black;">机构</span>或单位的<span style="color: black;">外边</span>环境<span style="color: black;">其中</span>存在着对<span style="color: black;">机构</span>的市场地位和盈利水平形成的威胁。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">1<span style="color: black;">、越来越激烈的竞争。</span></span><span style="color: black;">跨境在线交易第三方平台的技术壁垒并不高，准入门槛很低，容易被对手复制，<span style="color: black;">海量</span>的<span style="color: black;">跨境</span>企业和本土<span style="color: black;">另一</span><span style="color: black;">有些</span>知名企业可能加入竞争行列。<span style="color: black;">有些</span><span style="color: black;">拥有</span>品牌<span style="color: black;">优良</span>及客户资源的电子商务服务商随着小额外贸细分市场的逐步成熟，<span style="color: black;">亦</span><span style="color: black;">起始</span><span style="color: black;">入住</span>该<span style="color: black;">行业</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2<span style="color: black;">、人民币升值适当利润下降。</span></span><span style="color: black;">央行自重启汇改<span style="color: black;">败兴</span>，至</span>2013<span style="color: black;">年</span>2<span style="color: black;">月</span>3<span style="color: black;">日，美元兑人民币中间价由</span>6. 9<span style="color: black;">元贬至</span>6. 2073<span style="color: black;">元。并且人民币还在<span style="color: black;">连续</span>升值，这让外贸行业的利润在逐步压缩。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">3<span style="color: black;">、中国制造业成本正在<span style="color: black;">持续</span>上涨。</span></span><span style="color: black;">阿里巴巴<span style="color: black;">全世界</span>速卖通的在线小额外贸模式，除在线交易、成交金额小和快速发货等特征，与传统贸易<span style="color: black;">同样</span>面临着<span style="color: black;">许多</span>跨境贸易的制约<span style="color: black;">原因</span>，中国出口贸易在很大程度上<span style="color: black;">重点</span>依托的是低成本<span style="color: black;">优良</span>，出口商品以劳动密集型、低加工<span style="color: black;">制品</span>为主。<span style="color: black;">因为</span><span style="color: black;">日前</span>新增劳动力正在逐减少，劳动力成本攀升<span style="color: black;">火速</span>。与此<span style="color: black;">同期</span>，国内原材料价格在<span style="color: black;">持续</span>攀升，这使得中国制造业的低成本<span style="color: black;">优良</span>正在慢慢的减弱，<span style="color: black;">非常多</span>低附加值的<span style="color: black;">制品</span>将很难再有价格<span style="color: black;">优良</span>。相比之下，<span style="color: black;">咱们</span>的邻居柬埔寨、缅甸、越南等国家的生产制造<span style="color: black;">优良</span>正在<span style="color: black;">提高</span>，<span style="color: black;">因此呢</span>阿里巴巴<span style="color: black;">全世界</span>速卖通上<span style="color: black;">重点</span><span style="color: black;">营销</span>低附加值<span style="color: black;">制品</span>的卖家将面临越来越大的压力。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> <span style="color: black;">出处：阿里巴巴全球速卖通的竞争战略<span style="color: black;">科研</span></span></span></p>
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