| China's E-commerce industry has been developing continually till now,E-commerce has seen a soaring growth period,Amazon as a leading E-commerce company has been through challenges of globalization and localization.Amazon entered Chinese market officially in August 2004,over the period of year 2004 and year 2019,Amazon has been up to the high of 15.4% of Chinese E-commerce market shares and dropped to the low of logging out of Chinese market in 2019.Amazon(China)‘s failure can be inherently attributed to the incompatibility of globalization and Chinese localization.The Third chapter using the PEST and porter five model introduced the amazon in China's macro environment analysis and competitive analysis,it is concluded that China's national environment is very beneficial to the development of electronic commerce enterprise,e-commerce is developing rapidly,in the face of the market environment changes quickly,but the whole industry environment on electric business development is full of a lot of opportunities.The forth chapter of this paper talks about Amazon in China from the four aspects of company structure,company culture,marketing localization,logistics localization,and the efforts made by Amazon for localization,and particularly points out the problems caused by global coordination and unification,problems from power concentration,weak localization of marketing promotion strategies due to direct transferring of American marketing mode,etc.The fifth chapter lists five successful enterprises in localization to provide reference for Amazon(China).The sixth chapter points out that from the aspect of company structure and organization,Amazon should establish Overseas Business Department which focuses on the handling of overseas branches affairs and should hand down the power and authority to the overseas branches;from the aspect of company culture,it is suggested that Amazon should transition from material culture to spiritual culture under the concept of four-dimension culture;from the aspect of marketing promotion,it is recommended that Amazon learn from Unilever to participate in assorted online activities and contests within China,pay special attention to offline advertisement,raise the brand awareness;from the aspect of logistics,it is proposed that Amazon save its extra investment in logistic science development and go with the flow of logistics in China and take flexible strategic maneuvers with the change of times.This paper is based on the information of Amazon collected from the public resources,and has done interviews with intermediate and senior administrative personnel who used to work for Amazon(China)to obtain more detailed information and materials.This paper also has done questionnaire survey on So Jump to get the public ideas of Amazon(China)and shopping impression,and uses SPSS to analyze the interview data and questionnaire survey data to achieve conclusions on the product,marketing strategies,talents,company culture of the localization of international enterprises,and offers corresponding recommendations to Amazon(China)from the aspects of localized management structure,localized company culture,localized marketing and localized logistics.This paper,taking Amazon(China)as the example,guided by localized strategies,researching deeply into the challenges faced by Amazon(China)in terms of localizing strategies,offers lessons and introduces experience for Chinese international enterprises. |
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