| The development of multinational enterprises is inseparable from the globalization of the economy.Under the impact of the wave of globalization,the economic links between countries and between enterprises and between enterprises have become closer and closer.Under this background,many multinational enterprises are in overseas markets.Both have achieved rapid development.Especially in today's Internet era,more and more online retail enterprises choose to go abroad in order to expand the scale of enterprises and realize the optimal allocation of resources,hoping to achieve greater development.However,when multinational online retail companies operate in the host country market,the market environment and consumer characteristics they face are different from the domestic market.How to eliminate these differences has become a problem for companies to think about.Looking at the business strategies of many multinational companies in overseas markets,we find that in the face of this problem,adopting localized business strategies can enable multinational companies to quickly integrate into the host country market,thereby gaining recognition from local consumers.This article will use the SCP analysis paradigm of industrial organization theory and modify it to construct an ECP analysis framework.Taking Amazon,eBay and AliExpress,three representative companies in the online retail industry as examples,the case analysis method is based on online retail The market's industry characteristics explore the implementation of Amazon and eBay's localization strategies in the Chinese market and AliExpress in the Russian market and analyze their localization performance in the host country market,hoping to localize Chinese multinational online retail companies The cognitive level of strategy provides some theoretical thinking and suggestions,and this article specifically goes to an industry to explore the characteristics of multinational online retail companies when implementing localization strategies,and the specific levels from which they should start when implementing localization strategies are also stronger.Practical significance.This article is divided into four parts.The first part mainly builds an ECP analysis framework for the localization of a multinational online retail company by referring to the theoretical framework of the SCP paradigm through the explanation of related theoretical foundations and the literature.The second part is the case study design.The research questions,case business selection basis,and development status of case companies Amazon,eBay,and AliExpress are introduced;the third part is based on the theoretical analysis framework of this article,from the market environment of the online retail industry,the local market behavior of case companies,Case analysis of Amazon's,eBay,and AliExpress in three aspects.The fourth part is the conclusions of this article and the implementation of Amazon,eBay's localization strategy in the Chinese market andAliExpress' in the Russian market.The enlightenment of the situation and effect on China's multinational online retail enterprises.This article innovatively applies the analysis ideas of the SCP paradigm to the research on the localization strategies of multinational online retail enterprises,and builds on the SCP paradigm the "market environment-localized behavior-localized performance" The ECP model and case studies of three companies,Amazon,eBay and AliExpress,can,to a certain extent,enhance the understanding of localization by Chinese multinational online retail companies and the level of implementation of localization strategies in the host market. |
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