On China’s Alibaba’s Success

국문 초록 (Abstract)

지난 10년간의 개발기간동안 알리바바는 고유의 비즈니스 방식을 만들었는데 즉, 기업과 개인에게 시간과 공간의 단절 없이 운영하고 그 자체와 수백만의 중소기업들에게 전례가 없는 사업 기회를 제공하고 있는 국경 없는 전자무역 시장이다.
알리바바의 혁신적인 마케팅 전략은 그들의 개발을 가속화시켰고 세계의 전자상거래 분야에서 두드러졌다. 이 논문은 알리바바의 성공 경로에 대해 처음으로 연구되는 것이며 McCarthy 교수의 4Ps 이론에 기초한 효과적인 마케팅 전략에 대해 살펴본다.
마지막으로 2008년에 있었던 세계 금융 위기에 맞선 마케팅 전략의 향상에 관한 제안을 제공한다.

다국어 초록 (Multilingual Abstract)

During the 10 years of development, Alibaba has established a unique business mode, a borderless e-trade market running around the clock on the Internet for enterprises and individuals without limit in time and space and providing itself and millions of small and medium-sized enterprises(SME) with unprecedented business opportunities.
The innovative marketing strategies of Alibaba has accelerated its development and distinguished itself in the field of e-commerce in the world. This paper at first offers an overview of Alibaba’s path of development, and then discusses its effective marketing strategies based on Professor McCarthy’s 4Ps theory.
Finally it provides some suggestions on the improvement of its marketing strategies regarding the fight against the financial crisis worldwide which began in 2008.

목차 (Table of Contents)

• Abstract
• 국문초록
• Ⅰ. Introduction
• Ⅱ. Alibaba’s Development Process
• Ⅲ. The Analysis of Alibaba’s 5Ps Marketing Strategies
• Ⅳ. Suggestions for Alibaba’s Marketing Strategies in Global Financial Crisis
• Ⅴ. Conclusion
• References

참고문헌 (Reference)

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