Marketing Strategy Research Of X Swimsuit Limited On Taobao.com

Taobao.com was founded in2003, after the rapid development, it becomes the largest retail shopping district of network in the Asian-Pacific region. It promotes the network trading culture-integrity, active and fast. It insists "Rather than lose credit, it would be better to lose money." Taobao.com creates a more secure and efficient network trading platform for its members, and it provides more employment opportunities at the same time.This article mainly researches the X swimsuit limited at Taobao.com. In order to consolidate the leading position of X swimwear products, X swimsuit limited need to make a new marketing program on the basis of its brilliant sales performance. Also X swimsuit limited needs to consider how to explore the new brand and what the brand positioning is, then how to make the brand sustainable is also a big question. In this particular market environment, this paper studies how to promote the marketing mix strategy and how to carry out marketing activities, and finally how to obtain the desired effect.The first chapter of this thesis gives an introduction of X swimsuit limited and analyses the current condition of swimsuit industry and the swimsuit market. Then the first chapter also analyses the advantages, disadvantages, opportunities and challenges of X swimsuit limited under the condition of online shopping. All of the above information gives us a clear knowledge of the marketing environment of Taobao.com. Based on the first chapter, the second chapter determines the marketing goal of X swimsuit limited at Taobao.com. It gives the target population, the product positioning and the market positioning. Finally, the second chapter designs the marketing strategies in six aspects: product strategy, price strategy, channel strategy, promotion strategy, public relations marketing strategy and theme strategy. During the process of design, it combines the network marketing strategy with the traditional sales strategy, and finds the final strategy which fits for X swimsuit limited. The third chapter makes the concrete marketing plans based on the marketing strategies of the second chapter. Juhuasuan, the front page advertisement and so on are the unique marketing resources at Taobao.com, and they are also the mature promotion platform, so they are also adopted in the marketing plans. And X swimsuit limited will take full advantage of these resources. It is more convenient to perform its marketing plans with the help of Taobao.com. In order to enlarge the influence of the marketing plans, the advantages of network marketing will be included in the plans. The last chapter forecasts the effect of the marketing plans and wishes it could reach the marketing goals of the X swimsuit limited.