Study Of China's Large-scale Online Retail Business Online Marketing Strategies

With rapid development of the Internet technology, more and more people are using the Internet, and Internet has been an important part of our daily life. And more and more customers have been shopping on line because of its characteristics of speediness,convenience and unrestricted of space time. According to the China Internet network development statistic bulletin at July 2007, there are 162 million people using the Internet in china now, and 25.5 percent of them have the experience of shopping on line. According the data by iResearch market research group in 2006, the market size of E-tailing in China is 31 billion yuan, and it would be increase much faster in the future.E-tailing in China started at the year of 1999, and kept fast developing speed these years, because of the intensity competition, the E-tailing corporations in China are gradually becoming all-sided and large-sized, by this way, it can achieve the scale advantage on pricing,logistics,promotion and so on. Being a corporation model which is based on the Internet, E-marketing is its main marketing mode, in order to meet the consumers' need better and deal with the fierce competition, it is necessary to study and analysis the large-scale E-tailing corporations' E-marketing strategy.In this article, I use literature study method,comparison study method and real diagnosis study method to study the E-marketing tactics of large-scale E-tailing corporations in our state. First, the paper analyze the background and meaning of this article, and summarize the existing research productions of China and overseas. Next, the paper has analyzed the mutuality theories about E-marketing and E-tailing, and construct the E-marketing 5C mix model of E-tailing corporation on the base of the 4P and 4C marketing mix. Once more, the paper analyze the E-marketing conditions(macrocosmic and microcosmic) of E-tailing corporation, and its customers' mentality and behavior characters. Then, on the foundation of above content, the article analyze and study the E-marketing strategy of large-scale E-tailing corporations in our state, about customer strategy,cost strategy,communication strategy,convenience strategy,credit strategy, and put forward some proposes. Finally, the paper has conducted the real diagnosis research and illustration analyze of above study, by using the example of DANGDANG. And the aim of this article is want to promote large-scale E-tailing corporations in our state and its E-marketing level by my inappreciable potence.