Research On Marketing Strategy Of Shopping Website In China

With the development of China's online shopping environment, the market share of online shopping has grown significantly. The population of netizens in China has reached to 298 million by the end of December 2008, and 74 million of which were regular online buyers who have brought enough space for the development of China's online shopping. SARS created the first rapid growth of the online shopping market in 2003 and the economic crisis provided the second opportunity for the new-round development now. However, with the rapid development of the market, shopping websites tend to use the same"free of charge"model to attract consumers and copy sales strategies of TAOBAO or other famous websites overseas. At the same time, problems in the fields of profiting, safety, credit, tax has brought about by the rapid development and those are all waiting to be resolved. Therefore we should use e-commerce and network marketing theory combined with China's websites marketing strategy, in order to achieve the sustained and healthy development. It is the current concern of the important issues website operators and related industry should covered.The traditional marketing, e-commerce and network marketing theory are discussed at the first part of this essay. And then opportunities and threats of the shopping websites'development in China have been identified through the SWOT analysis. 4P strategies and barriers in the field of profiting, third-party payment system, credit system and tax regulation in China's shopping websites are discussed. Finally, a series of constructive suggestions are raised at the end part of the essay through the analysis of problems exist in the field such as profiting model, credit security strategies and tax problems; and an effective set of marketing strategies including product, price, place and promotion strategy, is provided from the perspective of 4P, in order to provide a theoretical basis and reference to help website operators to set up a effective marketing strategy.