The Innovative Study of Marketing Strategy for E-commerce Case Taobao
Wang, Shiqing (2019)
Wang, Shiqing
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201905027147
https://urn.fi/URN:NBN:fi:amk-201905027147
Tiivistelmä
E-commerce has become widespread across the world and it has adjusted imperceptibly the lifestyle of citizens. As an important e-commerce platform in China, Taobao has attracted a lot of attention. Online shopping consumers tend to be mature when they are facing different choices with the deep development of e-commerce. Customers are not only satisfied with demanding quality the products, but they are also critical on whether the service is satisfactory or not. For sake of these situations, fierce competition has been triggered among e-commerce enterprises. It is urgent for online businesses to find positive and effective e-commerce marketing strategies
This thesis analyzes the competitive environment and target market of Taobao with a comparative analysis method and summarizes the problems in its development through dozens of documents. Finally, it proposes an innovative marketing mix designs for Taobao.
First, the first, the second and the third chapter introduce the background, and significance of e-commerce, as well as internet marketing theories.
Then in the fourth chapter, the Porter's five-force model is used to analyze the market environment of Taobao.com and market positioning. It is followed by a specific analysis of segmentation, targeting and position of research market.
The fifth chapter summarizes the problems existing in the current marketing strategy of Taobao. On the basis of this, the sixth chapter puts forward the marketing mix design for Taobao.
Finally, the thesis provides reference for the progress of Chinese C2C e-commerce by an analysis and arrangement of Taobao's marketing situation and corresponding countermeasures.
This thesis analyzes the competitive environment and target market of Taobao with a comparative analysis method and summarizes the problems in its development through dozens of documents. Finally, it proposes an innovative marketing mix designs for Taobao.
First, the first, the second and the third chapter introduce the background, and significance of e-commerce, as well as internet marketing theories.
Then in the fourth chapter, the Porter's five-force model is used to analyze the market environment of Taobao.com and market positioning. It is followed by a specific analysis of segmentation, targeting and position of research market.
The fifth chapter summarizes the problems existing in the current marketing strategy of Taobao. On the basis of this, the sixth chapter puts forward the marketing mix design for Taobao.
Finally, the thesis provides reference for the progress of Chinese C2C e-commerce by an analysis and arrangement of Taobao's marketing situation and corresponding countermeasures.