Abstract: With the vigorous development of China's Internet, the rising number of Internet users, the Internet has become a fast access, publish and transfer information important channel, the Internet has become an important part in our life. Internet shopping is one of the main development direction of the Internet in recent years. The raise of Internet shopping has brought not only great convenience and benefits to the people's life, but also a new Internet economy. At the same time, it has broken the pattern of the original industry and made more pressure on traditional companies. Despite all of above said, the fastest growing internet shopping is C2C market. 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.
This article does a preliminary study and research on the network marketing strategy of Taobao by taking a comparative analysis way. By strategic analysis tools , I analyzed successful experience of Taobao ,with the focus on the macroeconomic environment , Finally, combining with Taobao's development status and marketing situation, as well as Taobao's development process, through the SWOT analysis comprehensive analysis of Taobao's internal strengths, weaknesses, opportunities and threats, etc. Put forward Taobao marketing strategy innovation improvement measures. With a view to further consolidate the competitive position of the advantages of Taobao and the development of China's C2C e-commerce. I suggested the appropriate marketing strategies and profitable way for reference.
Keywords: C2C e-commerce, Taobao, network marketing strategy innovation.
Title: The Analysis of Taobao C2C E-Commerce Marketing Strategy
Author: Yunxiu Liu, Niopat Jitphrasong
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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