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.

¿Qué es publicidad hoy? Las fronteras se han expandido al nivel de que muchas de las empresas más importantes del mundo, como lo son Google, Apple, Amazon, AliBaBa, Baidu, o Facebook son, a la vez, quienes controlan el negocio. La publicidad ha dejado de ser un eslabón en los procesos de marketing para convivir en todos ellos a la vez.

時序邁入二十一世紀，隨著科技與技術的日新月異，市場環境與消費者需求更加瞬息萬變，企業如何在追求自我成長的同時，迅速回應外在環境的快速變化，不被淘汰，是現今企業面對的最大課題，亦是學術界與實務界向來熱衷討論的命題。James F. Moore最早提出「商業生態系統」的概念，建議以商業生態系統取代產業，打破過去產業的界線，認為若要成功回應環境與顧客需求，已不再只是依賴單一組織與單一產業，而需透過跨領域的協同合作來完成。 本研究以電子商務為主體結合商業生態系統概念，透過個案研究法分析個別企業參與商業生態系統所扮演的角色。最後，本研究提出以下結論：個別企業參與者在商業生態系統中的各生命週期發展階段可能經歷角色轉變；個別企業參與者在原生商業生態系統可逐步打造以自身為主體的商業生態次系統並對原生商業生態主系統產生影響。

This thesis describes the influences of organizational culture on the success of Alibaba company. In this thesis the influence of organizational culture on the success of Alibaba is explored from 4 aspects. These four aspects include: a) the definition of organizational culture, b) the characteristics of organizational culture, c) the effect of organizational culture on employees, d) the organizational culture model. This thesis uses the case study and interview to explore the relationship between the organizational culture and the success of Alibaba company. The result of the thesis is basic on the answer to the interview from the employees of Alibaba company. The author found that the reason of Alibaba becoming a successful company is its' established organizational culture based on the value of all employees. All the employees believe and trust the organizational culture and they use organizational culture to demand oneself whatever in the company or life. The organizational culture pushes the company and employees' development and growth, which is the main reason for Alibaba company to be a success.

中國大陸自1978年改革開放以來經濟不斷朝市場化方向邁進，近年來小微企業逐漸成為中國大陸經濟結構轉型的因素以及經濟發展的動能。然而計畫經濟時期資源分配集中在大型國有企業使得小微企業資金取得困難，小微企業在現階段帶動中國大陸經濟轉型與發展，但卻面臨資金借貸的資訊不對稱問題。在小額借貸市場失靈現象下，中國大陸新興的小額借貸模式，如P2P網路借貸、小額貸款公司等如雨後春筍般出現。 本論文探討中國大陸小額借貸金融體系的市場失靈問題，以資訊不對稱理論分析微型貸款融資模式與網路金融機構的創新途徑如何解決此困境。並以阿里巴巴集團的螞蟻金服為個案延伸探討。 資訊不對稱理論為本論文之理論基礎，並以文獻分析與統計資料分析兩模式分析中國大陸當前的金融環境。在個案分析部分將阿里巴巴集團的螞蟻金服與P2P網路借貸平台、傳統銀行業小額貸款業務的運作模式以及風險機制等做比較，並以風險機制進一步探討資訊不對稱理論的作用。 本論文最後提出三項看法作為結論，包括：創新的小額借貸模式得以降低資訊不對稱、中國大陸網路經濟迅速發展加快小微企業與金融業創新、小額貸款模式本身缺失。 / Marketization in China began after its economic reforms started in 1978. In recent years, micro and small enterprises have become a factor of economic transformation and a momentum of economic growth in China. While most resources were allocated to large, state businesses in the planned economy period, it was difficult for micro and small enterprises to access relevant resources. Although micro and small enterprises are driving the Chinese economic transformation, they are facing the loan information asymmetry problem. As the micro credit market is malfunctioning, emerging micro credit models, such as P2P internet lending and micro lending companies, are springing up like mushrooms. This paper investigates the malfunction of China’s micro credit market analyzed how of the innovation of micro credit models and internet financial institutions solve this problem with information asymmetry theory. An extended investigation was conducted with Ant Financial of Alibaba Group as an example. Information asymmetry is the theoretical background of this paper. This paper analyzed China’s present financial situation with literature and statistical analyses. This study also compared the operating model and risk control for micro credit between Ant Financial, P2P internet lending, and traditional banks in the case study and further reviewed the effect of information asymmetry in risk control. In conclusion, this study found that (1) innovative micro credit model could reduce information asymmetry; (2) the rapid development of China’s internet economy has accelerated the innovation of local micro and small enterprises and the financial industry, and (3) the problems in current micro credit models.