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Title Counterfeit as a Challenge to Chinese E-Commerce Platform—the case of Alibaba
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Publication Date
Discipline/Department Engineering and Business
University/Publisher University of Borås
Abstract With the development of Internet technology, e-commerce is becoming more and more popular nowadays. A tremendous number of small and medium size enterprises have emerged, selling goods in e-commerce platforms. However, the transactions of counterfeit products on e-commerce platforms are becoming more severe in global electronic commerce, particularly in Chinese online markets. Not only are consumers and brand-owners suffering the loss of money, but also the whole ecosystem of e-commerce is being damaged by counterfeit issues. Accordingly, e-commerce platforms, which serve as the third party of online businesses, have a significant role to play in this serious situation. How e-commerce platforms handle counterfeit problems can be quite urgent.This thesis chooses Alibaba as a special case to study, considering its e-commerce platform Taobao, which has a large market share or e-commerce market place and always suffers a bad reputation of counterfeits distribution, as the most suitable and representative e-commerce platform in China. The research uses both interviewing and documental data as different resources to study the case. Learning from the perspective of e-commerce platforms, combined with mechanism theory, principle-agent theory, trust system, reputation theory, and contestable market theory, this research wants to reach a deeper understanding of the challenge counterfeits have made in Taobao. What measures Alibaba has done and how these measures are going on are the research questions in this case.The results of this investigation shows that Alibaba did try several ways to combat against counterfeit problems such as building some specific mechanisms like “return-back system”, “Xiaoer” and “Mantianxing plan”, considering trust, reputation and information asymmetry factors. Many people show their appreciations and supports to Alibaba’s measures and the current situation of counterfeit in Taobao is eased by these measures. But there is still a long way to go and many more things could be done to face the counterfeit challenge.
Subjects/Keywords E-commerce platform; counterfeit problem; Alibaba Group; Taobao
Language en
Country of Publication se
Record ID oai:DiVA.org:hb-9938
Repository diva
Date Indexed 2020-01-03

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…practitioners of B2B e-commerce. The mainly Chinese B2B ecommerce platforms are: Alibaba, Global Sources, HC360, and Focus Tech. The B2B market share in China during the first half year of 2015 is shown in Graph 1. Market Share Graph 1 The year 2015 (the…

…Focus Tech(焦点科技) Global Ma rket Group(环球市场) Zhegnjiang Netsun (网盛生意宝) Others (其他) (Resource from:www.100ec.cn) From this graph, we can see that the Alibaba group take account of a big role (39…

…and can be seen as a kind of electronic retailing. In China, the main representatives of B2C e-commerce platforms are Tmall (Alibaba), JD.com, GOME, and so on. The Chinese B2C market share during the first half year of 2015 is shown in Graph…

…2. Graph 2 The year 2015(the first half year) Chinese B2C market share -4- (Resource from:www.100ec.cn) From this graph, it is noticed that Tmall, which belongs to the Alibaba group, accounts for over half of the B2C market…

…market. As a case study, the purpose of this research is to understand how Alibaba deal with the counterfeit problem in its e-commerce platforms in order to create a better online shopping environment for buyers and sellers and achieve its company’s (…

…research questions can be generated as: What measures do e-commerce platform do to handle counterfeit problems? What do platform users think about these measures? Specifically, the first question is mainly used for studying the measures Alibaba has carried…

…out or is going to take to handle counterfeit problems in Taobao; while the second is aimed at understanding the platform users’ attitudes and opinions toward the measures taken by Alibaba. Users, in this respect, in this study, mean businesses selling…

…on Taobao. 1.5 Delimitations This research is based on Alibaba as a case to study how Alibaba handle counterfeit problems in its e-commerce platforms. Keep in mind that Alibaba cannot represent all e-commerce platform owners, accordingly, the…

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