A Comparative Analysis Of The Market Entry Mode Of E-commerce Enterprises In India

With the increase of Internet penetration and the rapid development of e-commerce technology,online shopping has become an indispensable part of people's daily life.More than one million companies around the world are engaged in e-commerce,including professional e-commerce companies that rely entirely on Internet channels,as well as traditional companies that use Internet strategies.After decades of development,the competition pattern of e-commerce market in developed countries tends to be stable,and emerging countries become the new driving force for the advancement of global e-commerce.In particular,the Indian market has become the focus of competition among major e-commerce companies.Although India's e-commerce market is still immature,its rapid growth rate and huge development potential make international capital rush to enter the blue ocean market of Indian e-commerce,and the competition is fierce.E-commerce enterprises,born on the Internet,have the advantage of natural globalization.However,in the process of internationalization,the entry mode still has important practical significance for the long-term and overall development of enterprises.China's e-commerce market is becoming increasingly saturated and competitive,and the most of domestic mature e-commerce enterprises began to explore internationalization.This paper attempts to analyze the entry mode of e-commerce enterprises in India market,and to explore how to choose the entry mode and how to remain invincible in the overseas expansion of e-commerce enterprises,so as to provide reference experience for the overseas expansion of Chinese e-commerce enterprises.Firstly,this paper reviews the literature about the entry mode of e-commerce and service enterprises at home and abroad,introduces relevant concepts and international management theories,which lays a theoretical foundation for this paper.Then,this paper analyzes the current situation of entry mode of e-commerce enterprises in India,describes the development of e-commerce industry in India,introduces the entry mode of existing e-commerce enterprises in India,and finds out the problems of the existing mode.Then,based on the relevant entry model theory,this paper sums up the factors affecting the entry mode of e-commerce enterprises into the Indian market from three levels of country,industry and enterprise.In the chapter of case analysis,this paper briefly introduces the situation of Alibaba and Amazon,and explains the reasons for choosing these two typical enterprises as cases.This paper analyses the choice of entry mode in Indian market,and applies the influencing factors listed above to two cases.Then it compares the similarities and differences between Alibaba and Amazon,and summarizes the experience and shortcomings of the two enterprises in entry mode choice.Finally,this paper draws the following conclusions.First,there are four entry modes for the existing e-commerce enterprises in India: merger and acquisition,natural export,branch establishment and strategic alliance.Second,the choice of entry mode of e-commerce enterprises is mainly influenced by the country,industry and enterprises.Third,the entry mode of e-commerce enterprises into the Indian market is not immutable.