Research On The Strategic Path Of Jingdong Brand Internationalization Of E-commerce Platform

With the acceleration of global economic development and the guidance of the “One Belt,One Road” policy,many e-commerce platforms will look to overseas markets and seek new opportunities for development.The process of internationalization of major e-commerce platforms is fierce,and only cross-border ecommerce companies with clear strategic paths and obvious advantages can gain a place in the global market.At present,more and more companies focus on the improvement of brand value,create a "brand business card" through distinct advantages,and embark on the road of brand internationalization.As a well-known e-commerce platform in China,Jingdong has greatly improved its brand value in recent years,but it has also faced many difficulties in its development.On the one hand,it has received e-commerce platforms such as “Tmall Taobao” and “Tianduodu”.The squeeze competition,on the other hand,"Amazon" and other giants are eyeing,the external environment is changing rapidly.This article explores how Jingdong chooses the internationalization of the brand in this context,and provides some reference and ideas for other strategic cross-border e-commerce providers.This article takes "Jingdong" as the research object,and uses the theory and research methods of brand internationalization to analyze Jingdong’s strategic path choice on the road of brand internationalization.Firstly,it studies the development status and motivation analysis of Jingdong brand,and finds a foothold for its brand internationalization.Secondly,it combines the external environment of Jingdong brand internationalization and its own advantages and disadvantages to study the choice of its brand internationalization strategic path.Finally,the experience and experience of other platform-based cross-border e-commerce providers are provided for the experience of Jingdong brand internationalization.Through the research of this paper,it is concluded that China’s e-commerce platform-based enterprises should learn from the experience of Jingdong in the process of brand internationalization,and also draw on the problems in the internationalization of their brands,establish a global brand awareness,and adopt a variety suitable for their own development.The brand’s internationalization development strategy pays attention to maintaining the brand image and enhancing the core competitiveness of the company to form brand advantages.