The Alibaba Group and Online to Offline (O2O) Sales
商品編號：9B15A035
出版日期：2015/10/07
再版日期：
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Performance management
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：China
產業：Retail Trade
事件年度：2014
In the fall of 2014, the Alibaba Group, an e-commerce company that operates domestic and international marketplaces and provides Internet-based services from its headquarters in Hangzhou, China, startled the world with its record-breaking initial public offering on the New York Stock Exchange. The company’s business plan differs from other major Internet companies such as Amazon and eBay by its strategies that are tailored to the particular circumstances of the Chinese economy and Chinese consumers. Now, the executive team has set its sights on achieving the next big thing — developing its online-to-offline business, a market sector estimated to be worth a trillion dollars in the age of the mobile Internet. However, the company faces stiff competition from Tencent, the other Internet titan in China. How can Alibaba integrate online and offline activities to increase sales and improve the consumer’s experience — and, therefore, improve its own bottom line?
教學手冊：The Alibaba Group and Online to Offline (O2O) Sales - Teaching Note
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