亚马逊2020年走向全球 Amazon Goes Global 2020 (Simplified Chinese version)

亚马逊公司从1998年到2020年的全球扩张，以在英国和德国的投资开始，以在阿拉伯联合酋长国的投资结束。2019年，作为全球最大的电子商务公司之一，亚马逊在全球电子商务市场占有15.1%的份额，业务遍及16个国家，包括发达市场和新兴市场。然而，该公司在不同国家的表现不均衡。例如，2019年，亚马逊在英国(市场份额为23.3%)和德国(市场份额为48.3%)是市场领导者，而在中国在线零售市场仅占0.2%，远远落后于市场领导者(市场份额为42.7%)，在巴西仅占1%，市场领导者(市场份额为23.2%)。亚马逊在制定未来的国际战略方面面临严峻挑战。它是否应该继续向新市场进行扩张？公司应该如何应对中国和巴西等不太成功的市场？另外，亚马逊在国际战略中应该如何应对突发的全球疫情的影响？

Amazon.com Inc.’s (Amazon’s) global expansion from 1998 to 2020, started with investment in the United Kingdom and Germany and ended with investment in the United Arab Emirates (UAE). In 2019, as one of the world’s largest e-commerce companies, Amazon had a 15.1 per cent share of the worldwide e-commerce market with operations in 16 countries, including both developed and emerging markets. However, the company was showing unbalanced performance across countries. For example, in 2019, Amazon was the market leader in the United Kingdom (23.3 per cent market share) and Germany (48.3 per cent market share), while it only held 0.2 per cent of the Chinese online retailing market, far behind the market leader who had a 42.7 per cent market share, and it held only 1 per cent market share in Brazil with the market leader having 23.2 per cent. Amazon faced critical challenges in developing its future international strategies. Should it continue its global expansion into new markets? What should the company do with less successful markets such as China and Brazil? Also, how should Amazon deal with the ramifications of an unexpected global pandemic event in its international strategy?