The Study On Promoting Strategy Of Taobao Customer Value

Due to continuous development and improvement of Internet technology,online shopping is gradually integrated into our lives and profoundly change ourway of life. Compared with traditional shopping, online shopping break thelimitation of time and space,significantly reduce transaction costs, time costs andenergy costs.Consumers can browse and trade anywhere and anytime,which enhancethe consumer’s shopping flexibility unprecedentedly.Meanwhile, along with the improvement of people’s recognition of onlineshopping, wars among the online retailers are also increasingly intense, Taobao,Suning, Jingdong Mall and other major online retailers take various measures tocompete for market share. Taobao which has nearly500million registered users andmore than60million fixed daily visitors stands first on the list, becoming the mostsuccessful shopping site on the Internet. But the market is changing, Taobao can notjust stay in the present glory, it has to continue to improve and look for new profitgrowth point constantly in the increasingly complex domestic and internationaleconomic environment in order to maintain a competitive advantage. This articlewill just conduct a research in this area from the perspective of customer value.First, basing on the previous research results, the paper initially identifiesTaobao customer value factors using the method of literature and interviews.Thenwith the help of questionnaire and using SPSS software the paper conducts a factoranalysis to survey data,eight main ingredient are extracted from Taobao customervalue elements and given practical meaning. On this basis, the paper constitutesTaobao customer value factor model, including eight large dimensions and twentyseven elements.Then this article conducts diagnostic analysis for all dimensions andfactors by the IPA analysis method, namely the "importance-performance" analysismethod, forming four quadrants of the importance and performance,whichdetermine the initial priority value of each element.finally,the paper puts forward themain strategies and recommendations of enhancing Taobao customer value.