A Research On Marketing Strategy Of Taobao.Com

With the vigorous development of China's Internet, Internet shopping has been rapidly developed. The rise of Internet shopping has brought not only great convenience and benefits to the people's life, but also a new Internet economy. At the same time, it has broken the pattern of the original industry and made more pressure on traditional companies. Despite all of above said, the fastest growing internet shopping is C2C market. Since China's Internet penetration is in a high-speed development period, C2C e-commerce market will maintain a sustained and rapid growth. Meanwhile, online shopping is gradually deepening penetration, and more categories are joining the ranks of purchase. At the same time, second-tier cities and rural markets have shown rapid growth.After several years of development, it had formed a situation of tripartite confrontation with Taobao, Paipai and eBay in our domestic C2C market. As a rising star in a very short time, eBay and Taobao has defeated giant eBay who has previously occupied monopoly position. But at the same time, Baidu and other high-profile industry giants announced that they entered the market. Meanwhile, traditional retail companies have also introduced online sales. In such situation, Taobao faces enormous challenges. In particular, the brutal fact is that domestic C2C market has not yet found a mature profit model. As the parent company Alibaba Group has been slowdown in the growth of the situation, Taobao will continue to maintain a leading position will be more dependent on whether Taobao can find a more suitable profitable ways. Currently, Taobao has been officially launched B2C business platform and began to charge on some parts of business. Some value-added services of Taobao have also made a good market response. In this case, studying on Taobao's marketing strategies and means of profit has different unusual significance to its sustained rapid development.This paper does a preliminary study and research on the marketing strategy of Taobao by taking a comparative analysis way. By strategic analysis tools, I analyzed successful experience of Taobao, with the focus on the macroeconomic environment, trade environment, external and internal environment. With a view to further consolidate the competitive position of the advantages of Taobao and the development of China's C2C e-commerce, I suggested the appropriate marketing strategies and profitable way for reference.