The Research On Development Strategy Of Tianmao

With the rapid development of the Internet and more and more acceptance from people, the size and number of online shopping in China is getting increasingly large. In 2012,the latest statistics shows that China’s Internet users are more than 500,000,000, including 30% of the underage users, who will be the mainstream of consumption in the future. The huge scale of Internet users has provided a broad space for the development of the online shopping. Compared with C2C, B2C combines the advantages of C2C, and gets more trust from online shopping users in terms of quality and credit. At the same time, it has greatly enriched the types of goods and met the needs of the consumers.Based on this background, the thesis makes an empirical study on Tmall, a B2C market leader. It analyzes the internal and external environment of the Tmall and points out its problems. It also puts forward the developing strategies of Tmall on the basis of SWOT analysis, and suggests the guarantee measures for the implementation of these strategies.