Research On Network Marketing For Tianmao Businessmen

As the Internet rapidly permeates all aspects of the social life, business activities have been changed significantly. B2B, B2C and C2C develop extremely fast, using the Internet for commercial activities gradually becomes one of the most important approaches for businessmen who want to realize their business goals. Enterprises, as the the main body of economic activity, also begin to pay more and more attention to the importance of the Internet, and are carrying on this express of electronic commerce and opening up the network channel to reinforce their own competitive power in new economic development situation.The popularity of the network brings good opportunity for the development and expansion network of the retail business. Network marketing, as a brand new way of marketing, sets up a bridge leading to wider markets for the enterprises. In such a background, a batch of network retail websites emerge in our country, in which the most famous one is the Alibaba Group’s website----aobao. Along with the B2C market size increaseing year by year, Taobao launched formally B2C business----aobao Mall in2008, which was renamed as Tianmao in2012. After nearly four years’ development, Taobao Mall has tens of thousands of businessmen and takes up the dominant position in B2C market in our country. This paper mainly discusses the network marketing strategy from the point of view of Taobao Mall businessmen, in order to provide some theoretical support and practical experience to them. This paper is divided into six parts as below:The first part, introduction. This part mainly expounds the research background, research status, research objective, framework and research methods.The second part, network marketing theory. This part mainly expounds the related theories on network marketing, including the definition and characteristics of network marketing, the differences between network marketing and influences on the traditional marketing brought by network marketing.The third part, analysis on network marketing environment for Taobao Mall businessmen. This part mainly analyzes the Taobao Mall’s marketing environment, including China’s online shopping macro environment, the size of the market, consumption characteristics and so on. After briefly stating the development course of Taobao Mal, this paper summarizes the Taobao Mall businessmen network marketing’s advantages, disadvantages, opportunities and threats.The fourth part, research on network marketing strategy for Taobao Mall businessmen. This part mainly analyzes the network marketing strategies which should be paid much more attention from three aspects:security strategy, fundamental strategy and expanding strategy.The fifth part, empirical research on the fundamental strategy. With October Mommy Official Flagship Store as an example, this part mainly discusses the successful experience of network marketing.The sixth part, conclusion and prospect. This part mainly gives a summary and points out the shortcomings of this paper.