Taobao Marketing Problems And Countermeasures Research

With the vigorous development of China’s Internet, more and more young people begin to recognize the online shopping. Electronic commerce has become a mainstream shopping way. Online shopping has become a new consumption fashion and a new kind of investment orientation. With the flourishing development of the Taobao, its monthly profit has topped ten thousand time and time again. The profit space of Taobao is really mouth-watering. And the range of shopping is becoming more and more widely. Taobao, the fastest growing and most successful C2C e-commerce sites, beat eBay in a short time by the free strategy. Then it becomes a domestic C2C e-commerce model of typical.Firstly, this paper analyzes the purpose and significance of Taobao marketing, and introduces the research status both at home and abroad. Secondly, this paper explains the theoretical basis of network marketing, e-commerce, network marketing, marketing management and STP strategy. Thirdly, this paper analyzes the current development of Taobao, analyzes its development process, and the present situation of the Tabao’s4p strategy with SWOT method. Fourthly, this paper presents six major problems of Taobao marketing, such as poor quality, bad faith, insecurity network payment, network security insecurity, unstandardized pricing, incomplete logistics, imperfect after-sales service and imperfect laws and regulations, etc. Finally, this paper puts forward some countermeasures to improve the existing problems, such as improving the transaction integrity, establishing a sound credit countermeasures, improving commodity pricing strategies, designing good logistics solutions, improving service quality, improving customer satisfaction and strengthening the construction of laws and regulations, etc.