- 期刊
Critically Discuss the Opportunities and Challenges for Amazon as It Seeks to Expand Its Range of Products and Services in China
摘要
This article is an applied article based on theoretical analysis and combined with actual data. Critically demonstrated that Amazon's fundamental problem is its insufficient grasp of China's national conditions and market. China's e-commerce market has fierce competition and high price sensitivity. Therefore, Amazon's operating model determines that its price advantage is not too great. In the end of the article, combined with the special points of the Chinese market and Amazon's own positioning in the Chinese market, relevant countermeasures are put forward.
參考文獻
Basker, E. & Pham, V. (2008), Wal-Mart as catalyst to US-China trade, Prentice Hall, New York, NY.
Barney, J. & Hesterly, W. (2008), Strategic management and competitive advantage: concepts and cases, Pearson/Prentice Hall, Upper Saddle River, NJ.
Del Rey, J. (2016). Amazon is bringing Prime to China, where it has struggled for market share. Available at:https://www.recode.net/2016/10/28/13457810/amazon-prime-china
Dunn, J. (2017). Amazon is still getting dominated in China. Business Insider. Available at: http://www.businessinsider.com/amazon-market-share-china-alibaba-jd-chart-2017-2
Dudovskiy, J. (2018). Amazon Marketing Mix (Amazon 7Ps of Marketing), retrieved from, https://research-methodology.net/amazon-marketing-mix-amazon-7ps-marketing/