A Brief Research Of Conbination Marketing Strategy In Tmall

Since the invention of the Internet, the spree of network sweeping the globe and meanwhile it achieved the explosive development of the electronic commerce. In the domestic B2C market Tmall can be said is a leader of the electronic commerce absolutely. And what’s more, it ranked the first place occopied a share of47.6%in the retail market data online in the first half of2012.This thesis will find out the advantage and disadvantage, opportunity and threat through the analysis of Tmall’s interal marketing environment included human resources, financing ability, organization, operation management ability, technical reasearch and development ability and enterprise cultural values; external marketing environment included macro economic environment and competition. So we can formulate corresponding market strategy based on4P and4C. It is a strategy of customer-oriented products and service; it is a strategy that take customer satisfaction as the standard of pricing; it is a strategy of communication; it is a strategy play the unique advantages of enterprise implentation of marketing. It can test the inplementation of marketing strategy through the control of relevant envieonment index. And in order to maintain the leading position in the electronic market,it can adjust the marketing strategy according to the data feedback.