京东国际化发展案例研究

Abstract:JD group is a self-supporting e-commerce enterprise in China. It began to implement the internationalization strategy in 2014 and has a certain brand influence in the overseas market. This paper takes JD group as the research object，analyzes and discusses the motivation and process of its internationalization development，and puts forward corresponding suggestions. Specifically，the first part introduces the development history of JD group at home and abroad and its development status in the international market；the second part analyzes in detail the motivation of JD group comes to develop overseas markets from three aspects：the domestic market tends to be saturated，the cross-border e-commerce market is broad，and the national policy support and guidance；the third part studies the key factors for the achievement of JD group’s internationalization process from four aspects：giving full play to the advantages of global supply chain，promoting international strategic cooperation，carrying out overseas investment and acquisitions，and insisting on focusing on technology research and development；the fourth part provides relevant prospects and suggestions for the international development of domestic enterprises based on the three perspectives of accurately benchmarking the overseas market demand，building an internationally leading supply chain system，and continuously enhancing the technological innovation ability.

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