Research On Marketing Operation Strategy Of China C2C E-business

During the past years, E-business has got unprecedented swift development in China. It does not only change the traditional production patterns, but also brings great effects to the adjustment of economic formation. Currently, the C2C E-business market has been developed with considerable user bases and increasing transactions, which are still growing rapidly. However, from the contrary perspective, the development of C2C E-business in China has also encountered great difficulties and obstacles. For example, the failure of Eachnet.com, the strong growth of Taobao.com, as well as the advent of Paipai.com, have all shown us the fierce and ruthless competition in the C2C market in China. What's more, even the powerful giant Taobao.com has never earned profits from its electronic business. For any company, it's the driving force of existence and development to gain profits. Thus, based on the current Chinese C2C E-business market environment, this thesis mainly researches the operation strategies of the typical C2C E-business websites in China, taking Taobao.com as an example, and moreover, presents a profound study on the profit-making modes of the C2C websites.Firstly, this thesis elaborates the current status of the Chinese C2C E-business. It divides the C2C E-business development process into three stages, for each of which the most representative C2C E-business websites are analyzed.Secondly, it gives a detailed analysis on the C2C E-business market conditions, future direction and elements which can affect its development. Taobao.com is taken as a typical example in this thesis. Through analyzing its operation strategies, our purpose is to seek the particularity of the Chinese C2C market and make further research on the basis which is necessary for the C2C E-business websites fit for the current Chinese market.On the basis of the previous two parts, the thesis also presents a profound analysis on the profit-making modes adaptable to the current Chinese market, taking Taobao.com for example. This part mainly focuses on the influences caused by the combination of C2C and B2C, as well as the profit-making modes based on the market segmentation, through carrying out a survey of the existing user bases. In addition, it also proves its rightness by comparing the market-segmentation based profit-making mode and the eBay mode.Finally, taking the other C2C E-business websites active in China as a supplement, the thesis suggests, as the challengers of the market, we should integrate the C2C business with the companies' core competitive business, in order to seek more opportunities and achieve further development.