AZ公司是世界一流的跨境电商，也是集电商、云计算以及人工智能为一体 的全球领先企业。2004年，当阿里和京东还在探索电商市场的生存法则时，AZ 公司已顶着“全美最大的电子商务公司”的头衔进入中国市场，成立中国子公 司——AZC公司。人们很难想象在之后的15年里，中国电商市场发生了翻天覆 地的变化，中国已取代美国，成为全球电子商务的领导者，在阿里和京东的挤 压下，AZC公司的市场份额从15%一路下跌至0.6%，转型已成必然。 本文研究AZC公司的转型战略主要从AZC公司的经营现状、内外部环境、 战略制定和战略实施四个方面展开讨论。首先，本文详细描述了AZC公司的现 状、转型前所实施的战略以及存在的问题，由于水土不服、不能遵循中国电商 市场的变化等原因，AZC在中国市场份额不断下滑，不得不进行转型。其次，本 文采用PEST分析法对AZC公司所处的政治法律环境、经济环境、技术环境和社 会文化环境进行分析，并运用波特五力模型对AZC公司的电商欧亿·体育（中国）有限公司环境进行分 析，又从AZC公司内部组织框架、财力支持、技术水平和市场营销能力这几个 方面进一步分析其内部环境。第三，论述了转型战略的制定，通过SWOT模型分 析其内部优势、内部劣势、外部机会与外部威胁，根据模型进行了可行的转型 战略选择，并确定了转型的目标与愿景。最后，论述了AZC公司转型战略的实 施，包括AZC在中国的一系列的转型举措，并对其做出了评价。通过一系列的 分析得出结论，AZC放弃国内自营业务和第三方卖家平台业务，主攻具有核心优 势的海外购、全球开店、Kindle和云服务业务是正确的选择，并非要退出中国， 而是其集中力量提高企业竞争力的重要体现。 论文通过对AZC公司转型战略的研究，可以更好的协助AZC公司在中国市 场上取得转型后的长足发展，并以此为经验，促进AZ在其他海外市场适应环境， 拓展业务。同时可为我国想要进入他国市场的跨国企业，以及其他在华跨国企 业提供参考和借鉴。 关键词：AZC公司；电子商务；转型战略 II Abstract AZisaworld-classcross-bordere-commercecompanyandisagloballeaderin e-commerce,cloudcomputingandartificialintelligence.In2004,whenTaobaoand JDwerestillexploringthesurvivalrulesofthee-commercemarket,AZhad alreadyenteredtheChina’smarketwiththetitleof"thelargeste-commercecompany intheUnitedStates"，andestablishedasubsidiary——AZC.Itishardtoimaginethat inthenext15years,theChinesee-commercemarkethasundergonetremendous changes.ChinahasreplacedtheUnitedStatesasagloballeaderine-commerce. UnderthesqueezeofAlibabaandJD,AZC'smarketsharehasfallenfrom15% to0.6%,andstrategictransformationhasbecomeinevitable. ThecoreresearchissueofthispaperisthestrategictransformationofAZC CorporationinChina,thepapermainlydiscussestheoperationstatus,external environment,internalenvironment,strategyformulationandstrategyimplementation ofAZCCorporation.First,thispaperdescribesandanalyzesthecurrentstatusand problemsofAZCindetail.Duetothereasonssuchasinconformitywiththelocal conditions,inabilitytograspthecoreofuserconsumption,andinabilitytofollowthe changesinChina'se-commercemarket,AZChasbeenlosingmarketshareinChina andhastocarryoutstrategictransformation.Secondly,thispaperusesPESTanalysis toanalyzethepoliticalandlegalenvironment,economicenvironment,technical environmentandsocial、culturalenvironmentofAZCCorporation.Theporter'sfive forcesmodelisusedtoanalyzetheindustryenvironmentofAZC,anditisexpounded thatthebiggestthreattoAZCCorporationinChinaisitscompetitorsandpotential competitors.TheinternalenvironmentofAZCisfurtheranalyzedfromthefollowing aspects:theinternalorganizationalframework,financialsupport,technicalleveland marketingabilityofAZC.Meanwhile,SWOTmodelisadoptedtoanalyzeitsinternal advantages,internaldisadvantages,externalopportunitiesandexternalthreats. Comparedwithitscompetitors,AZChasadvantagessuchashighbrandvalue,strong III technicalstrengthanddevelopedworld-classnetwork.Itprovidesanecessary theoreticalbasisforAZCtochooseitstransformationstrategy.Last,thispaper discussestheformulationandimplementationofAZC'stransformationstrategy, includingthevisionandgoalofAZC'stransformationstrategy,AZC'sglobalstrategy, strategiclayoutinChina'sdomesticmarketandaseriesoftransformationmeasuresin China,aswellasthestatusoftransformationprogressandproblemstobesolved,etc. ItcanbeseenfromtheanalysisthatAZChasmadetherightchoicetoabandon thedomesticretailbusinessandthethird-partysellerplatformbusinessandfocuson theoverseaspurchase,globalstore,Kindleandcloudservicebusinesswithcore advantages.ItisnottowithdrawfromChina,butanimportantmanifestationofits concentratedeffortstoimprovethecompetitivenessoftheenterprise. AZChasbeenanimportantparticipantinChina’smarketandanimportant promoterofthedevelopmentoftheChina’se-commerceindustrysinceentering China.StrategicstudyonAZCcanhelpusunderstandthechangesoftheChina’s e-commercemarket.ItsstrategictransformationinChina’smarketisanimportant practiceformultinationale-commercecompaniestomeetandsolveproblemsinthe developmentofoverseasmarkets. Keywords:AZCCorporation;Strategy;E-commerce IV 目录 摘要.........................................................................................................I Abstract...................................................................................................II 第一章绪论...............................................................................................1 第一节选题背景及意义.............................................................................1 一选题背景....................................................................................................1 二选题意义....................................................................................................2 第二节研究内容及方法.............................................................................2 一研究内容....................................................................................................2 二研究方法....................................................................................................3 第三节论文贡献.........................................................................................3 第二章AZC转型前的状况与问题............................................................5 第一节AZ公司的概况................................................................................5 第二节AZC公司的概况..............................................................................7 第三节AZ公司的全球战略........................................................................8 一AZ的企业使命...........................................................................................8 二AZ的品牌战略...........................................................................................9 三AZ的财务战略.........................................................................................10 第四节AZC公司转型前的战略................................................................10 一开发“当日达”服务业务模式的战略.................................................10 V 二开发“货到付款”业务模式的战略.....................................................11 三AZC“物流+”战略..................................................................................11 四Kindle中国团队独立运营战略............................................................11 五“海外购”本地商店战略......................................................................12 六推广PRIME会员服务战略......................................................................12 七“全球开店”战略..................................................................................12 第五节AZC公司存在的问题....................................................................12 一战略本土化程度有待提高......................................................................12 二分散投资，忽视利润..............................................................................13 三战略保守，营销低调..............................................................................13 四没有及时根据电商市场变化调整战略.................................................14 五不符合中国消费者的消费习惯，用户体验差.....................................14 第三章AZC公司的内外部环境分析......................................................15 第一节宏观环境分析...............................................................................15 一政治环境分析.................