Taobao Brand Operations Research

With the innovation of network technique, the cybereconomy develops very quickly. As an important form of cybereconomy, C2C electronic commerce is being accepted by more and more people. By employing the model of C2C electronic commerce, Taobao (www. taobao.com) has made a great achievement. This thesis mainly studies the brand operation of Taobao and analyzes the significance of the marketing strategy, the resource advantage, the brand culture and their roles in the brand operation of Taobao.As for marketing strategy, Taobao conveys brand information and creates brand image through varieties of advertisements, entertainments and social activities. The characteristics of being young and modern, safe and convenient, being brave to try and take responsibility and full of life happiness compose the spirit of Taobao. The marketing strategy of Taobao makes it easy for customers to know the brand information.As for resource advantage, with the help of Alibaba, Taobao improves its operation ability. Taobao combines companies and customers and creates a new trade model of electronic commerce. The website also gives more internet services. The partners of Alibaba Group provide convenience and safety for trade of Taobao. Alipay and Alitalk play a very important role in the brand operation. The resource advantage of Alibaba is helpful to the trade of Taobao.As for culture, Taobao tries its best to form its own brand culture. The culture of good technology makes Taobao operate smoothly. The plentiful culture of virtual community, business, family and life makes up the brand culture. The brand culture of Taobao plays an important role in the process of brand operation and makes the brand image clear.This thesis mainly analyzes the importance of brand construction and operation through the study of Taobao and offers some practical suggestion for Chinese C2C companies.