MBAME阿里案例分析

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1、Course:MicroeconomicsInstructor:HuSonghuaHomework:CaseanalysisName:StudentIDNo•:Class:14PAAssignmentFormSTUDENTDECLARATIONIdeclarethatthisassignmentismyownwork,whichallsourcesofreferenceareacknowledgedinfullandithasnotbeensubmittedforanyothercourse・Signature:Date:HowMaYunBuiltUpHisBusinessE

2、mpireByMeansofMicroeconomicsPart1.E-commerceornothingAlmosteverybusinessconcernsabouthowtoincreaseprofitsandreducecosts.Inmanufacturingenterprise^productioncostandmanagementcostcurrentlyhavemanyeffectivemeasurestocontrol,buttheexternalcostofsales/asfortheimpactofvariousaspectsofuncontrollab

3、lefactors^isdifficulttocontrol^especiallythechannelcost.Costofsalesismainlycomposedofthechannelcost，andthechannelcostismainlypaidtothedealersalesrebate.Ifremovethesaleslinkofthedealer^andallowenterprisesdirectlyfacethecustomer^cangreatlyreducethetotalcostoftheenterprise^lowercommodityprices

4、.Forexample^theretailgiantWAL-MART^thathasbeenatthelowestpriceofcommoditythatdominatedthemarket.BecauseWAL-MARTfsproductsaredirectlyfromthefactoryatthelowestex-factorypriceofpurchase^soitcankeepthelowestsellingprice.Taobao9ssuccesscountsonthatletallthesellersdirectlyfacetoconsumersviaintern

5、e^whichreducestheintermediateinterface^thusbenefitconsumersbyreducingthecostofsalesandloweringcommodityprices.Undertheconditionofunchangedconsumers^income^thefallingofcommoditypriceactuallymakesthespendingbudgetconstraintlinemovefromAltoA2whichimprovedthelevelofspendingbudgetconstraintline.

6、Sothatmorecommoditiesareconsumedandmarketdemandisincreased.(AlistheoriginalspendingbudgetconstraintlinewhileA2istheonewhichisinfluencedbyE-commerce.)Inviewofthecharacteristicofthelowmarginalcostofelectricindustry^wethinktheindustry,comparedtotraditionalindustry^iseasiertoformscaleeconomy.Al

7、i，sIPOfinancialreportshows^themainoperatingcostoftheenterpriseisthesalesandmarketingexpenses^accountingformorethan70%ofthetotalcost.Inthiscase,Ali'severyincreaseofaclienttoitsmarginalcostisalmostzero.Sotheaveragetotalcost(ATC)curveshowsdownwardtrend,asth