The Promotion Strategies Influencing The B2C Platform Sellers’ Performance Results

The popularity of the network brings good opportunity for the development and expansion of the online retail business. Network marketing, as a brand new way of marketing, sets up a bridge leading to wider markets for the enterprises. In such a background, a batch of retail websites emerge in our country, in which the most famous one is the Alibaba Group’s website——Taobao. Along with the B2C market size increasing year by year, Taobao launched formally B2C business——Taobao Mall in 2008, which was renamed as TMall in 2012. After nearly seven years’development, TMall has tens of thousands of businessmen and takes up the dominant position in B2C market in China. However, China B2C market competition has become more and more fierce. In this way, how can TMall fulfill its original dream of building a B2C platform with high quality and no fakes when other standalone B2C stores have gradually developed clear positions? As for sellers in TMall, how to adjust their marketing strategies in response of consumption upgrade and platform’s transition? In order to solve the above problems, this paper mainly discusses the network marketing strategy from the point of view of TMall businessmen, in order to provide some theoretical support and practical experience to them. In this paper, through the comparative analysis of price promotion and non-price promotion strategies effects on the TMall stores’performance, it turns out that sole price promotion strategy is not the most efficient mode for seller to operate on TMall. In addition to the individual level management suggestion for sellers, his paper also discusses TMall’s current situation where is still price oriented. This means that the vision of fashionable promoted in still need to experience a long way of transition. Finally, this research also provides reference for f TMall’s competitors, other B2C retailers to differentiate their strategies by learning the present situation of TMall.