MBA ME 阿里案例分析.docx
《MBA ME 阿里案例分析.docx》由会员分享,可在线阅读,更多相关《MBA ME 阿里案例分析.docx(8页珍藏版)》请在冰豆网上搜索。
![MBA ME 阿里案例分析.docx](https://file1.bdocx.com/fileroot1/2023-2/25/dc16ae8a-b8a4-422d-971b-857f549a7074/dc16ae8a-b8a4-422d-971b-857f549a70741.gif)
MBAME阿里案例分析
AssignmentForm
Course:
Microeconomics
Instructor:
HuSonghua
Homework:
Caseanalysis
Name:
StudentIDNo.:
Class:
14PA
STUDENTDECLARATION
Ideclarethatthisassignmentismyownwork,whichallsourcesofreferenceareacknowledgedinfullandithasnotbeensubmittedforanyothercourse.
Signature:
……………………Date:
…………
HowMaYunBuiltUpHisBusinessEmpireByMeansofMicroeconomics
Part1.E-commerceornothing
Almosteverybusinessconcernsabouthowtoincreaseprofitsandreducecosts.Inmanufacturingenterprise,productioncostandmanagementcostcurrentlyhavemanyeffectivemeasurestocontrol,buttheexternalcostofsales,asfortheimpactofvariousaspectsofuncontrollablefactors,isdifficulttocontrol,especiallythechannelcost.
Costofsalesismainlycomposedofthechannelcost,andthechannelcostismainlypaidtothedealersalesrebate.Ifremovethesaleslinkofthedealer,andallowenterprisesdirectlyfacethecustomer,cangreatlyreducethetotalcostoftheenterprise,lowercommodityprices.
Forexample,theretailgiantWAL-MART,thathasbeenatthelowestpriceofcommoditythatdominatedthemarket.BecauseWAL-MART'sproductsaredirectlyfromthefactoryatthelowestex-factorypriceofpurchase,soitcankeepthelowestsellingprice.
Taobao'ssuccesscountsonthatletallthesellersdirectlyfacetoconsumersviainternet,whichreducestheintermediateinterface,thusbenefitconsumersbyreducingthecostofsalesandloweringcommodityprices.
Undertheconditionofunchangedconsumers’income,thefallingofcommoditypriceactuallymakesthespendingbudgetconstraintlinemovefromA1toA2whichimprovedthelevelofspendingbudgetconstraintline.Sothatmorecommoditiesareconsumedandmarketdemandisincreased.
(A1istheoriginalspendingbudgetconstraintlinewhileA2istheonewhichisinfluencedbyE-commerce.)
Inviewofthecharacteristicofthelowmarginalcostofelectricindustry,wethinktheindustry,comparedtotraditionalindustry,iseasiertoformscaleeconomy.Ali’sIPOfinancialreportshows,themainoperatingcostoftheenterpriseisthesalesandmarketingexpenses,accountingformorethan70%ofthetotalcost.Inthiscase,Ali’severyincreaseofaclienttoitsmarginalcostisalmostzero.Sotheaveragetotalcost(ATC)curveshowsdownwardtrend,astheformationofscaleeconomy.
Part2.Asymmetricinformation
Inthee-commercemarket,thesellerknowsmuchmoreaboutthequalityoftheproductthanthebuyerdoes.Unlesssellerscanprovideinformationaboutqualitytobuyers,low-qualitygoodsandserviceswilldriveouthigh-qualityones,andtherewillbemarketfailure.
SoTaobaoallowscustomerstorateandcommentonproducts,theratingandcommentingfeaturereducesthelemonsproblembygivingcustomersmoreinformationandmotivatingthesellerstoupholdtheirendofthebargain.
Basedonthesalesrevenueandthebuyer’scomments,Taobaowillgivethesellerareputationrate,suchasthecrownclass,thediamondclassandsoon.Underthepressureofthereputation,thesellerhaslessmotivatetoselllow-qualityproducts.
Part3.DoubleEleventh
ThepromotionalstrategyofSingle’sdaythatLaunchedbyAlibabaachievedremarkablesuccessinpastseveralyearsinarow,whichbrokecontinuouslyhistoricalSalesPeakinonly24hoursonNov-11-2014.
AkeyfactorcontributedthesuccesswastheeffectofPricedifferentiation,whichisapricingstrategywherelargelysimilargoodsorservicesaretransactedatextremelyLowpricesIncertainperiod,SalesVolumeismanipulatedforthepurposetorealizeProfit.
AlibabatookgooduseofthisStrategyandpreciselycapturedConsumerPsychologyandBehaviors,withunionwithstoreowners,theycreatedunprecedentedcampaignwiththeintentionofenlargingonedaySalesScaletostimulateoverallSalesAmount.Productsin“11-11“decreasedsignificantlyinjustonesingleday,Customers’payingwillingnesshadalreadybeenstimulatedandencouragedtoanunbelievablelevelwiththeday“11/11”approaching.
FromthereportofSingle’DaywecanseethatCustomers’enthusiasmhadbeensuccessfullyaroused,Alargenumberofthembecameirrational,it’sNOTstrangeatallthatweheardsomeofthemlosttheirmindbuyingproductsthatturnedouttobeuselessandsomeworriedaboutBankbills.
Althoughunitcostofproductsinthatdaylookeddeclinefromappearance,theeconomiesofscalewereactuallyrealized,whichenabledstoreownersearnmuchmoreprofitsfrommillionsofcustomers’purchasing.Inaddition,CompetitiveLowerpricecanberegardedasanadvertisementthatkeepsattractingthousandsofpotentialandoldcustomers’revisitandconsumption.
TheshoppingstrategyofDoubleEleventhinAlibabaisverysuccessfulwhichmadeaturnoverroseyearbyyear.Thisstrategyismadefulluseofpricediscriminationandfurtherearnmuchmoreconsumersurplus.
Part4.Thelongtailtheory
AfteroccupyingthehalfmarketofE-commerce,TaobaolaunchedTheBalanceofTreasureintothefinancialservicesmarketin2013.Alibabamakefulluseofitsresourceadvantagesanddeveloptheeconomiesofscope.
AlibabalaunchedTheBalanceofTreasureunderthestrongsupportofthehugenumberofusersfromAlipay,whichcostisverysmall.LaunchingAlipayandTheBalanceofTreasuretogethercostmuchlessthanseparately,becausethesetwooperationscansharethemajorityoffixedcostssuchas:
serverpurchase,soAlibabahavescopeeconomics.
ThesuccessofTheBalanceofTreasureowetothelongtailtheory.Mostoftheuserconsumptionamountisverysmall,butthenumberishuge.Thetraditionalfundmanagementaveragingraising70000to80000yuanofinvestment,buttheuserofAlipayonlycontribute¥1912.67perperson.Althougheveryuserinvestonlyafewhundreds,itamountsto800million,andsurprisethefinancialmarket.
Thetraditionalbusinessconsiderthat80%ofthesalescomefrom20%oftheproducts,butthelongtailtheoryarguesthattheriseoftheInternethasbrokentherule.Thelongtailtheorysaysthat,aslongasthestorageanddistributionchannelsarelargeenough,thesmalldemandproductscanearnevenbiggermarketsharecomparedtothestrongdemandproducts.Manyofthesmallmarketthatcanrivaltheconvergingwiththemainstreammarket.
Thelongtailtheoryhasbecomeaneweconomicmodelandhasbeensuccessfullyappliedinthenetworkeconomy.Inthefinancialproductmarket,thetargetcustomersareusuallythosewithhigherincomeswhichmakeahighbarriertofinancialproduct.However,quitetotheopposite,accordingtothelongtailtheory,TheBalanceofTreasureexpandsthescopeoftargetcustomerswhicharewarmlywelcomedbythoselow-incomepeople.Thatisreallyabigimpactonthefinancialproductmarket.
Part5.ThefutureBusinessTrendofChina——OligopolyCompetition
Actually,TheIndustryofE-CommerceBusinessinChinacanberegardedasOligopolyCompetition.
InQ3of2014,T-mall,Awell-knownE-CommerceBrandunderAlibabaGrouptook57.6%,whileJD,itsbiggestcompetitor,took19.3%oftheB2CnetworkretailMarketShare.
Accordingtothegraphabove,B2CmarketshaveinitiallyformedaDuopolyofTmallandJD.
TmallandJDareactuallyprovidinggenuinecommitmenttoelectricservice,theirservicesareactuallynodifferenceintheproducts,onJDcustomerscanbuythesamethingasonTmall.Theyarealternativeproductstoeachother.
EconomistsliketoforecastthefutureBusinessTrendofChina.AsstudentsofBusinessschool,Weherebymakeourassumptionattheendofthisarticle.Inourpointofview,webelievethatE-commercewillbecomeSingleMonopolisticMarketinfuture.
Forexample,dividedbyoperationmode,orcommodityclassification(fastconsumptiongoodsanddurablegoods)etc.Butinthesesubdivisionmarketwillfinallyleaveonlytheexistenceofanoligopoly.
Reasonscanbeelaboratedasbellows:
1.DespitethepropertyofminordifferenceandEasy-DuplicatedModebetweenmajorE-Commercecompanies,weestimatethetrendismovingforward,whosebusinessstructureisirreplaceableinnowadays.
2.TheadvantagesofE-commerceastheforerunnerareobviouswithnodoubt,IncludingBrand,variedSourcesofcustomers,Internet,LoyalClientsandthebarrierthatadditionalcosttobepaidifswitchingservicetootherE-commerce.
3.Consideringtheundifferentiatedservice,TheoperationcostandexpenditurewouldbeminimalaslongasthereisonlyoneE-commerceexistinginthisIndustry.
4.theretailgiantWAL-MART,alsocanbecomeUSAindustryoligopolyinthepresenceofgeographicalrestrictionsofcompetitioninretailsales.Soinnogeographicalrestrictionsortrafficrestrictions,andevenonlineshoppingmarketasymmetricinformationwebelievebusinessindustrywillusherinasingleoligarchtimessoon.