Analysis of Digital Transformation Problems of Alibaba E-commerce Platform and Countermeasures to Enhance Personalised Services

Business School, Durham University, Durham, County Durham, DA1 3LE, United Kingdom

^* Corresponding author: qznj32@durham.ac.uk

Abstract

This study takes the digital transformation problem of Alibaba’s e-commerce platform as the object of research and explores how to enhance its market competitiveness by optimising personalised services. First, the research background analyses the background of the development of the global digital economy. Personalised service has become the key to enhancing user experience and market competitiveness. However, Alibaba still has room for improvement in its personalised service system. Through case studies, this paper explores the data integration and sharing problems, the adaptability of personalised recommendation systems, and the data privacy and security compliance pressures that Alibaba faces in the process of digital transformation. In response to these issues, the paper proposes the introduction of real-time data analytics capabilities, and the enhancement of data protection technology research and development in order to improve the efficiency and accuracy of personalised services. The study shows that addressing these issues will help Alibaba consolidate its global market leadership and enhance user experience. This study both looks ahead to the strategic development of Alibaba and provides an important reference for the progress of other e-commerce platforms. In addition, this study highlights the importance of digital transformation in modern business.