Increasing the level of competitiveness of the enterprise

Abstract

This study examines Alibaba Group as a case study to explore strategies for enhancing corporate competitiveness amidst rapid transformations in the global internet industry. Against the backdrop of technological advancements, market saturation, and emerging cross-border competition, the research focuses on three core objectives: comprehensive analysis of Alibaba's competitive landscape, identification of key competitive elements, and formulation of targeted improvement strategies. The methodology integrates qualitative case analysis with quantitative data validation, systematically examining internal and external environments through frameworks such as SWOT analysis, PESTEL matrix, and Resource-Based View (RBV). Findings indicate that Alibaba's core competitiveness stems from technological innovation and strong brand influence, while its weaknesses include relatively low overseas market penetration and less efficient supply chains compared to emerging industry players. Proposed strategic solutions demonstrate multidimensional characteristics, emphasizing accelerated breakthroughs in core technologies, localization optimization for overseas expansion, intelligent integration to enhance supply chain efficiency, and strengthening user ecosystems to improve customer retention. The conclusions highlight that Alibaba must continuously flexibly adjust its strategic layout around these pillars to maintain and enhance global competitiveness. This research not only contributes to theoretical discussions on digital enterprise competitiveness but also provides actionable insights for other companies in the industry.