Researching On Marketing Strategy Of Y Garment Company In Taobao

Y garment company is a factory that make producing and retailing in the city of Qinhuangdao, it is an OEM and also run it’s own brand. It established a taobao shop in March,2013. This paper is based on the running procession of the Y garment company in Taobao. Firstly, we make the marketing environment analysis of taobao and the industry dynamics of the Y garment company. According to the results of the analysis, we give a feasible plan for the marketing positioning and strategy for the Y garment company.Based on the processing of proposing questions, analysing questions and finally solving questions, this paper studies the marketing strategy of Y garment company. The content of the study mainly conclude that:based on E-commerce marketing theories and researches, the marketing environment and status quo of taobao E-commerce platform and Y garment company analysis, as well as the enterprise’s superiority, weakness, opportunity and threat. Then through the STP analysis of the Y company in Taobao market segmentation, target market and market positioning, and finally combine with the actual situation of Y garment company, to put forward the marketing strategy from product, price, channel, promotion aspects.This paper is mainly related opinions about marketing strategy in the previous research on Taobao.com, combines research innovation foundation of Y clothing company Taobao shop based on the practical situation, and there are two main innovations:firstly, the actual situation can be combined with the Y company Taobao shop puts forward operable suggestions and measures; secondly, it takes Y company as the research object, combines with the new tools of the new policy from the second half year of2013to February of2014, I propose the new marketing strategy, this is an innovation in this paper.This research can provide the guiding ideology for the Y enterprise marketing in Taobao online, and also can be used as other scholars to study the Electronic Commerce, it can provide some suggestions and implications.