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An Empirical Analysis of the Diversification Strategies of Internet Enterprises——Taking Alibaba Group as an Example

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DOI: 10.38007/Proceedings.0000867


Hanghang Ma

Corresponding Author

Hanghang Ma


In recent years, with the rapid development of China's Internet industry, there have been industry giants such as Alibaba, Tencent holdings, meituan reviews and so on. The growth and strength of these enterprises is closely related to their commitment to scale economy and market expansion diversification strategy. However, diversification strategy is a double-edged sword, which can not only disperse business risks, but also lead to various business problems. In order to demonstrate the above problems, this paper takes the diversification process of Internet giant Alibaba Group since its establishment as the main line, uses case analysis method, trying to analyze its scientific diversification layout from the perspective of enterprises and points out its shortcomings in the diversification process. It is found that its diversification strategic layout is scientific and the main line is clear, but in recent years, blind expansion and malicious competition have also appeared In view of these problems, this paper puts forward corresponding suggestions for the diversified development of Internet enterprises.


Alibaba Group; Diversification Strategy; Internet Companies