Research On Alibaba’s Series Of Mergers And Their Effects Under The New Retail Strategy

The new retail concept in China’s retail e-commerce field set off a storm,the traditional e-commerce enterprises have developed strategies to cope with the tide of new retail.Online retail market competition,for Internet companies,seize the development opportunity,familiar with the operation of new retail system,constantly optimize the reform,formulate relevant new retail strategy layout,enhance the enterprise the competitive ability by means of mergers and acquisitions become the important development direction.Through consulting relevant literature,most scholars of new retail research mainly focused on a specific case,not the carding and research of new retail strategy layout system.According to the new retail related theory,the new retail is "modern logistics + online and offline" organic combination of the new economic model.Retail strategy based on the new layout for the study of the main line,to alibaba as the research object,analyses the development path of alibaba in the new retail environment,as a case,selected the ali m&a heart tianyi science and technology,logistics,netease koala online retail platform and ali ali m&a acquisition Yintai entity retail three cases,adopts the method of case method and event study method and so on,According to the reasons for choosing m&a,this paper studies the market effect,operation synergy and technology synergy of each step of M&A on the new retail strategy,and analyzes the promotion effect of M&A on the layout of Alibaba’s new retail strategy.To alibaba to further promote the development of new retail strategy at the same time put forward the related Suggestions,alibaba should first do after m&a integration work to ensure a healthy operation,secondly from two directions: online focused on improving the user experience,enhance market competitiveness,and finally focus on the introduction of talent,strengthen the cultivation of talents and the construction of the core team,To ensure that Alibaba takes advantage of this opportunity to achieve safe and stable reform and innovation and long-term,stable and sustainable development.