Study On The Transformation Strategy Of AZC Corporation

AZ is a world-class cross-border e-commerce company and is a global leader in e-commerce,cloud computing and artificial intelligence.In 2004,when Taobao and JD.com were still exploring the survival rules of the e-commerce market,AZ had already entered the China's market with the title of "the largest e-commerce company in the United States",and established a subsidiary——AZC.It is hard to imagine that in the next 15 years,the Chinese e-commerce market has undergone tremendous changes.China has replaced the United States as a global leader in e-commerce.Under the squeeze of Alibaba and JD.com,AZC's market share has fallen from 15%to 0.6%,and strategic transformation has become inevitable.The core research issue of this paper is the strategic transformation of AZC Corporation in China,the paper mainly discusses the operation status,external environment,internal environment,strategy formulation and strategy implementation of AZC Corporation.First,this paper describes and analyzes the current status and problems of AZC in detail.Due to the reasons such as inconformity with the local conditions,inability to grasp the core of user consumption,and inability to follow the changes in China's e-commerce market,AZC has been losing market share in China and has to carry out strategic transformation.Secondly,this paper uses PEST analysis to analyze the political and legal environment,economic environment,technical environment and social?cultural environment of AZC Corporation.The porter's five forces model is used to analyze the industry environment of AZC,and it is expounded that the biggest threat to AZC Corporation in China is its competitors and potential competitors.The internal environment of AZC is further analyzed from the following aspects: the internal organizational framework,financial support,technical level and marketing ability of AZC.Meanwhile,SWOT model is adopted to analyze its internal advantages,internal disadvantages,external opportunities and external threats.Compared with its competitors,AZC has advantages such as high brand value,strongtechnical strength and developed world-class network.It provides a necessary theoretical basis for AZC to choose its transformation strategy.Last,this paper discusses the formulation and implementation of AZC's transformation strategy,including the vision and goal of AZC's transformation strategy,AZC's global strategy,strategic layout in China's domestic market and a series of transformation measures in China,as well as the status of transformation progress and problems to be solved,etc.It can be seen from the analysis that AZC has made the right choice to abandon the domestic retail business and the third-party seller platform business and focus on the overseas purchase,global store,Kindle and cloud service business with core advantages.It is not to withdraw from China,but an important manifestation of its concentrated efforts to improve the competitiveness of the enterprise.AZC has been an important participant in China's market and an important promoter of the development of the China's e-commerce industry since entering China.Strategic study on AZC can help us understand the changes of the China's e-commerce market.Its strategic transformation in China's market is an important practice for multinational e-commerce companies to meet and solve problems in the development of overseas markets.