Research On Marketing Strategy Of Taobao Based On C2C Mode

In recent years,with the rapid development of the Internet technology,e-commerce has gradually become an indispensable part of people's daily life,people can stay at home through the electronic commerce network under the condition of complete one-stop shopping experience,this change in consumption patterns for the majority of Internet users to provide users with convenient at the same time,the electronic commerce has the high market value.At present,the development of domestic e-commerce market is relatively mature,the overall operating environment is relatively stable,according to the operating mode of the main B2B,B2C,C2C and 020,in the operation mode,according to the analysis and forecast of the market,C2C will become the next major growth period of e-commerce market.The market prospects are prompting more Internet companies will focus on the business market to C2C.At present,the network is becoming more and more rational consumer behavior,Internet users in the shopping not only value the quality and price of commodities,more concerned about whether to enjoy satisfactory service,which resulted in the same conditions,who can provide high-quality services for consumers,who will have the upper hand in the fierce competition in the C2C market.Therefore,for the development of Internet companies,how to seek the marketing strategy to meet the needs of consumers in the C2C business model has become an urgent problem to be solved.After the survival of the fittest market,the domestic C2C market formed a Taobao,eBay and pat Network based market structure.Among them,taobao.com relying on the parent Alibaba's strong manpower and technical support,in a short period of time to break the monopoly eachnet.com on the market,the market share of online shopping has become a Chinese retail platform,has the most highest customer groups.Taobao.com success although it provides sample learning and reference for other Internet companies to enter the C2C market,but from the point of view of their own taobao.com,online marketing and retailers join new competitors launch still makes taobao.com faces enormous pressures and challenges.In this case,in order to be able to continue to maintain a leading position in taobao.com industry,seeking a better security in the context of profit marketing strategy has very important significance and value to achieve sustained and rapid development of Taobao.This paper takes Alibaba's Taobao as an example,and studies the marketing strategy of Internet enterprise based on C2C model.The main research contents include the following parts:(1)Through the investigation of the current situation of the development of e-commerce at home and abroad,and the study of the concept of e-commerce and marketing theory,it lays a theoretical foundation for the research work of this paper;(2)Through the analysis of the successful experience of the existing marketing of Taobao,and on this basis,point out the existing problems and deficiencies in the marketing process of Taobao;(3)Through the analysis of taobao.com marketing environment,using 4Ps theory,through market segmentation,selection and positioning,develop to meet market demand marketing strategy from several customers,cost,communication,promotion and reputation security etc..The research work in this paper by means of a variety of research methods of literature research method and case analysis method,based on the operating experience of Taobao,guided by the market,through the design of the corresponding marketing strategy,hoping to help the Taobao to further consolidate the market position.At the same time,it also hopes to provide reference for the development of other C2C based Internet companies in china.