Research On Network Marketing Strategy Of Taobao C2C Online Store

The continuous innovation of Internet technology and the continuous development of e-commerce technology have promoted the market competition to the combination of online transactions and offline logistics,great changes have taken place on people's consumption concepts and behavior patterns.The sales channels of enterprise have increased and sales pertinence is stronger.Shopping online has gradually changed from a new shopping mode to a habit of consumer to buy goods.Due to the low threshold and simple operation of Taobao C2C online stores,the number of online stores once showed explosive growth,it occupying half of the online shopping market.However,with the emergence of various platforms,internal and external competition is becoming increasingly fierce.How to seek benign development in the fierce competition has become the problem that the shop owners on Taobao must face.Through analyzing and studying the current situation of Taobao C2C private brand shop and prominent problems in the process of network marketing,the theoretical research on network marketing can be expanded,at the same time the development of online store private brand can be provided with reference opinions.This paper mainly takes the C2C online store of XMF girls' clothes on Taobao as the main object to study.Through the method of literature research,inductive analysis and interview,this paper conducts in-depth research on private brand theory,network marketing theory and consumer behavior theory combined with the actual situation of this online store.I aim to find online marketing strategies suitable for Taobao private brand online stores,make up for the deficiencies of such stores in marketing,improve the research in this field,and provide help for the development of Taobao private brand online stores.First of all,the characteristic services of Taobao platform,C2C online store business model,online consumer psychology,the development of Taobao platform's clothing private brands,and the current situation of online marketing of clothing C2C online stores are investigated and analyzed,laying a foundation for the formulation of targeted online marketing strategies.Then,we investigate the marketing strategies used by XMF girls' wear stores,grasps the current network marketing status of XMF girls' wear stores,and analyzes the main problems existing in the current network marketing process of the stores.Combined with the current development trend of network marketing,STP analysis is carried out on this store to provide a basis for the formulation of network marketing strategies.Finally,according to the analysis results of the current marketing situation of XMF online store,combined with the characteristics of online consumers and platform factors,it is finally proposed that product sales should be taken into account,various marketing activities should be carried out centering on the positioning of its own brand,and an online marketing strategy conforming to the store is developed to improve the competitiveness of the online store.