Study On The Charity Communication Of TaoBao

E-commerce, which is a new business operation model, means that various entities with commercial activity capacity conduct various commercial trade activities by using network and advanced digital media technology. Recently, more and more charity institutions, organizations, enterprises and individuals realize the the value and significance of conducting charity activities by using e-commerce, and continuously try to raise donations and conduct charity activities by using e-commerce trading platform and on-line payment platform.As a large online retail trading area, Taobao participates in many large influential charity events in China, such as "free launch" and "snow coke", by using Tmall, Juhuasuan and Wangpu, thus opening the new paradigm of the hand holding of e-commerce website and charity. With Taobao’s large charity communication as the main research objectives, this paper has four chapters:introduction, charity communication in new media era, research on Taobao’s charity communication and its mechanism and problems, and countermeasure and outlook. Chapter Ⅰ mainly introduces the research background and origin, review of relevant research at home and abroad, research method and innovation, and research difficulties; Chapter Ⅱ mainly combs the connotation of charity communication and online charity communication, and the era environment, main body and form of online charity communication, introduces the social environment, audience environment and media environment of online pubic benefit communication, summarizes the four main bodies of online charity communication, which are enterprise, network media, individual and charity institution, and masters the new forms of seven contemporary hottest social media charity, including Weibo charity, social network charity, blog charity, e-commerce charity, video sharing charity, convenient charity search and LBS charity sign-in; Chapter Ⅲ, which is the core chapter of this paper, involves Taobao and Taobao’s charity, and overview of Taobao’s charity events in2006-2013, and then studies the charity communication mechanism of Taobao from communication body, communication content, communication path and communication effect to have a restricted view of the distinction of Taobao and other socialized media’s charity; Chapter IV summarizes the problems of Taobao’s charity communication, countermeasures and outlook according to the detailed research of Taobao’s charity communication in the previous chapters. Although Taobao’s charity has the advantages of open and transparent donation information, strong continuity of online charity stores, and more convenient e-payment, there are still some problems, such as lacking of charity search, single propaganda mode, and abuse of false charity stores caused by poor official regulation. The author thinks it is required to perfect the charity channel, optimize the charity search, enrich the forms and contents of charity activities; strengthen the cross-boarder cooperation between socialized media platforms, and conduct propaganda by using Weibo and social network; promote the government to follow up and intervene the charity activities, perfect the laws and regulations of charity and assist Taobao in enhancing examination and regulation by the civilian force, which are of great advantages for Taobao in building the "charity circles" and perfect the charity concept in the future and in popularizing the charity cultures.Taobao charity breaks through the traditional charity mode, creates the charity road that is suitable for enterprises, conducts the bundle sales of charity and its own business model by "teaching one to fish", accelerates the coming of the era of "everyone does good", and makes the public see the great change and influence of Taobao charity on China’s charity career.