FURTHER THINKING
In the process of seeking the growth foundation, Alibaba continuously improves its business model and development strategy to maintain the sustainability. From focusing on customer needs, applying service to the e-commerce platform of the upstream and downstream enterprises and creating a platform which satisfies both the buyers and sellers; to caring for staff, advocating their welfare and creating the highest staff happiness; to constructing the new commercial civilization jointly promoted with partners, peers and government, Alibaba tries its best to reach the “Customer Value Maximization” target. “Customer Value Maximization” includes four meanings: The first one is that customer includes consumers, shareholders, partners, employees, and society. The consumer is dominant; only when the consumer’s value is realized, the four other values can be done. The second is to determine the consumer and have insight of consumer’s real demand. The third is to continuously meet customer’s demand and provide services beyond the original value. The fourth means the customer not only refers to those who are outside of the company but also all staff who create value in the company. In the system, all those in the downstream are customers to the upstream. The work standard of upstream is to satisfy the downstream. Thus, Alibaba’s social responsibility practice extends from inside to outside step by step. This is the responsibility of the Alibaba group’s “ethic.”
