A Research On Marketing Strategy Of Taobao.com

With the continuous development of the Internet in China, electronic commerce hassprung up and gotten a rapid growth. Online shopping has gradually become a verysignificant part of Internet activities. It has not only brought great convenience to the users,but also brought great opportunity to the electronic commerce enterprises. Among thee-commerce business models, C2C in China has the most rapid development. Since China’sInternet users are increasing year by year, C2C’s development will maintain the momentumof rapid growth in the further several years. In recent years, the objective environment forthe development of e-commerce has become more mature, there have been more and moreenterprises to participate in e-commerce. Along with the e-commerce development, facingmore and more choices, online onsumers are increasingly mature. Because of the networkcomparison among goods can be done very easily for online consumers, which leads toextremely intense competition for e-commerce companies, forcing the companies to findeffective e-commerce marketing strategy.As a follower, Taobao.com had beaten the American e-commerce industry giant eBay inabout two years, and kept the leading position until now. At present, although Taobao.commaintains the leading position, there are several competitors who have impact on theindustry with their advantages. One of them is paipai, which relies on the resource ofTencent QQ’s huge user group-2.5billion active users. Another competitor is You A fromBaidu, which is established by the world’s largest search engine, with its strong communityresources base. Besides, eBay also has some market share of C2C in China. All of the threecompanies have the potential to become a powerful competitor to taobao.com. In addition,facing the competition from e-commerce enterprises, traditional retail stores have launchedonline sales, which is taobao.com’s another source of competition. However, taobao.comhasn’t had a systematic e-commerce marketing strategy yet, so the establishment ofmarketing strategy for taobao.com is necessary.In this paper, through the analysis of tons of literature, the author uses comparativeanalysis method to analyze taobao.com’s competitive environment systematically. Aftersummarizing the existing problems in the development of taobao.com and its successful experience, the author finally puts forward the marketing mix for taobao.com. To be specific,this paper contains six chapters. Firstly, the introduction part proposes research background,significance of writing this paper. Then chapter2summarizes the theories about e-commerceand e-commerce marketing strategy. In chapter3, this paper uses Michael Porter’s fiveforces model to analyze taobao.com market environment, and then helps taobao.composition its target market. The following chapter is about the successful experiencemarketing strategy of taobao.com. The fifth part analyzes the existing problems in themarketing strategy of taobao.com. In the sixth chapter this paper proposes the marketing mixfor taobao.com. So I hope this study on taobao.com marketing strategy could provide somevaluable materials for other researcher or people work in e-commerce industry. Moreover, Ialso expect this paper could enrich the case reference data of China’s C2C e-commerce.