Research on Marketing and Development Countermeasures Strategies of Taobao.doc

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1、北京理工大学珠海学院2011届本科生毕业论文Research on Marketing and Development Countermeasures Strategies of Taobao 学 院： 外国语学院专 业：姓 名：指导老师：商务英语李萦丹学 号：职 称：161005103946苏雪梅副教授中国珠海二二 年 五 月北京理工大学珠海学院2020届本科生毕业论文毕业论文诚信承诺书本人郑重承诺：我所呈交的毕业论文 Research on Marketing and Development Countermeasures Strategies of Taobao 是在指导教师的指导下，独

2、立开展研究或调查所取得的成果，文中引用他人的观点和材料，均在文后按顺序列出其参考文献，文中所使用的数据真实可靠。承诺人签名： 日期： 年 月 日 Research on Marketing and Development Countermeasures Strategies of Taobao AbstractThe most popular example of e-commerce is online shopping, which is defined as buying and selling goods via the Internet on any device. With the

3、 advantages of high efficiency and low price, it brings unprecedented experience to customers and becomes the mainstream shopping method. Meanwhile, it can effectively cover the shortage of SMEs, and bring them opportunities for change and development. Taobao, as a representative of the e-commerce p

4、latform, has seen its transaction volume increase year by year, occupying most of the market share. However, the rapid development of other E-commerce companies such as JD and Pinduoduo has also had a certain impact on Taobao. Coupled with various aspects of Taobao is still not perfect, which makes

5、Taobaos position threatened. This paper studies the advantages of Taobao, summarizes the problems in its development process and formulates development strategies for it. It is committed to helping Taobao achieve high-quality development, and has a certain reference for its similar enterprises.Keywo

6、rds: E-commerce; Taobao; network marketing关于淘宝营销与发展对策的研究摘 要电子商务最流行的例子是网上购物，它的定义是在任何设备上通过互联网买卖商品。它以快捷高效，价格低的优势为顾客带来前所未有的体验，成为了主流的购物方式。同时它也能够有效地弥补中小企业的不足，给它们带来变革和发展机遇。其中，淘宝作为电子商务平台的代表，交易额逐年上升，占据着大部分的市场份额。但是京东、拼多多等其他电子商务企业的快速发展对淘宝也产生了一定的冲击，再加上淘宝各个方面仍不够完善，使淘宝的地位受到了威胁。本文研究了淘宝的优势，总结出其发展过程中存在的问题和为其制定发展策略，致

7、力于帮助淘宝实现高质量发展，并对其同类企业有一定借鉴作用。关键词：电子商务；淘宝；网络营销IIContentsAbstract摘 要Introduction11 Overview of E-commerce21.1 The Definition of E-commerce2 1.2 The Basic Mode of E-commerce2 1.3 The Significance of E-commerce32 The Development of Taobao5 2.1 Current Situation of Taobao5 2.2 Analysis of Taobaos E-comme

8、rce Model5 2.3 Reasons for the Rapid Development of Taobao6 2.3.1 Huge Number of Internet Users6 2.3.2 User-friendly Website Features7 2.3.3 Low Operating Cost and Risk of Online Store8 2.3.4 Vigorously Publicize9 2.3.5 Secure Payment9 2.4 SWOT Analysis of Taobao10 2.4.1 Strengths10 2.4.2 Weaknesses

9、11 2.4.3 Opportunities11 2.4.4 Threats123 Marketing and Development Issues of Taobao13 3.1 Product Quality Issues13 3.2 False Sales Issues13 3.3 Logistics Distribution Issues14 3.4 Brand Image Issues144 Strategies for Taobao Marketing and Development15 4.1 Strengthen the Construction of Credit Syste

10、m15 4.2 Establish a Unified System of Logistics and Distribution15 4.3 Increase Efforts to Combat Fakes16 4.4 Establish Taobao Small Court16 4.5 Ensure the Authenticity of Commodity Information17Conclusion18References19Acknowledgments20IntroductionE- commerce has become a household word. E-commerce,

11、 as a new way of transaction, is more convenient and efficient than the traditional transaction mode. It not only refers to the change in sales mode, but also changes the traditional way of life, affecting our basic necessities of life.At the same time, China advocates the new era concept of Mass en

12、trepreneurship and innovation. The e-commerce industry is undoubtedly the best implementation platform for mass entrepreneurship. The low entry threshold of e-commerce platforms greatly reduces the cost and risk of starting a business. Therefore, more and more people choose to join the e-commerce in

13、dustry, which promotes the rapid increase in the number of e-commerce enterprises, leading to intensified competition in the e-commerce market. In such a fierce competition, Taobao relies on the rapid development of C2C transaction model, occupying the first place in the e-commerce enterprises. Howe

14、ver, due to the rapid development, Taobao is not yet perfect, with problems such as immature network technology, slow logistics and uneven quality of goods.If these problems are not corrected in time, it will have a negative effect on the development of Chinas E-commerce. Therefore, this paper takes

15、 Taobao as the research object, analyzes the development status and marketing strategy of Taobao, and draws the reasons for Taobaos success and its deficiencies. It proposes corresponding countermeasures and suggestions for these problems, so as to promote the development of e-commerce in China.1 Ov

16、erview of E-commerce 1.1 The Definition of E-commerce From a professional perspective, e-commerce is a business activity centered on information network technology and commodity exchange. In the most easy-to-understand terms, e-commerce can be understood as the exchange and purchase of commodities a

17、nd services through electronic transactions on the Internet(Ran & Zheng, 2016). It can be said that E-commerce completely breaks the traditional business model. Buyers and sellers do not have to communicate face-to-face as before, and touch the texture of the products in person. They only need to im

18、plement trade activities between goods and services on the Internet. Payment is made by means of transactions, commonly known as online shopping. This means that whenever you buy or sell something online, you will participate in E-commerce.The history of e-commerce began with the first online sales.

19、 On August 11, 1994, a man sold a CD of Sting to his friends through NetMarket, an American retail platform(Jayanthi, Kamatchi, & Subbulakshmi, 2018). In China, the first Internet transaction was completed in March 1998, and then e-commerce entered a period of rapid development. With the popularity

20、of smart phones, e-commerce enterprises have shifted their focus to mobile devices and launched mobile applications for online shopping. Now, e-commerce has been thoroughly integrated into our lives and the way of business operation, which has been valued by the state and promoted to the level of na

21、tional strategy. E-commerce also presents many unique characteristics, such as universality, security, integrity, coordination, integration and convenience(Liu, 2019). Their characteristics are also the embodiment of the role of e-commerce.1.2 The Basic Mode of E-commerceLike traditional commerce, e

22、-commerce has four basic modes: B2B, B2C, C2B and C2C.B2B (enterprise to enterprise): This mode is the most widely used and valued form of e-commerce. It refers to the business model of transferring data information and carrying out transaction activities between enterprises through the network. Ent

23、erprises can use various e-commerce platforms to find the best partner for each transaction, so as to promote the business development of enterprises. The typical B2B website is Alibaba.B2C (business to consumer): This is a form of consumers directly participating in economic activities through the

24、Internet. This mode is the earliest e-commerce mode in China. There are many B2C e-commerce websites today, such as Tmall, JD, Amazon, Suning, etc.C2C (consumer to consumer): Its the e-commerce between individuals. For example, if a consumer has a computer and sells it to another consumer the networ

25、k. This type of transaction is called C2C e-commerce. The C2C business platform is to provide an online trading platform for users. Taobao, the research object of this article, is the business platform of this mode.C2B (consumer to business): An emerging model first popular in the United States. The

26、 core of C2B mode is to form a powerful purchasing group by aggregating and dispersing a large number of users, so as to change the weak position of one-to-one bidding of users in B2C mode and make them enjoy the benefits of buying single goods at the price of large wholesalers.1.3 The Significance

27、of E-commerceE-commerce can promote economic globalization. With the cooperation of banks, distribution centers, communication departments, technical services and other departments, the development speed of e-commerce is beyond everyones expectation. In the e-commerce environment, people are no long

28、er limited by time and region, which changes the way of interaction between enterprises and customers. Customers can complete the complicated business activities in a very simple and convenient way. On the shopping website, customers can easily click to query the product information around the world

29、 and complete the order. The popularity of e-commerce in the world can make a countrys economy get rid of the shackles of resources and market to the greatest extent. So that the goods are more in line with the needs of consumers and the economic efficiency is improved.E-commerce can drive the progr

30、ess of science and technology. E-commerce is mainly based on computer Internet technology. Without technical support, e-commerce cannot be realized. Conversely, to achieve better e-commerce, it is necessary to improve related Internet technology. In this way, e-commerce promotes the progress of scie

31、nce and technology. Science and technology are the first productive forces, and innovation is the first driving force for development. The technological progress and economic innovation driven by e-commerce have made great contributions to human beings. Economically, developing various related produ

32、cts and guiding the public to apply them are emerging economic growth points, which are conducive to the sustainable development of social economy.E-commerce can effectively reduce the cost of business transactions. On the one hand, it can reduce promotion costs. One of the big reasons for the rise

33、of Internet marketing is the low cost. For small and medium-sized enterprises, it is difficult to afford the advertising costs of traditional media such as television and newspapers. And the choice of Internet marketing requires much less manpower and financial resources, and the effect is not worse

34、 than traditional marketing, which is the first choice of many small and medium-sized enterprises. The Internet can realize the real-time transmission of words, sounds and images, and directly build a bridge between the information issuer and the receiver. Therefore, the timeliness and speed of spee

35、d of e-commerce have more advantages than traditional commerce. In many cases, as long as we click on the online advertisement, the purchase website will pop up to attract consumers to directly generate purchase behavior through the advertisement, which can effectively improve sales efficiency. On t

36、he other hand, e-commerce is able to reduce procurement costs. Traditional procurement is to obtain product information and make a deal through telephone, telegram, fax or face-to-face interview. Under the e-commerce mode, enterprises use e-commerce platform to easily realize the transfer of commodi

37、ty information, breaking the limitations of cognition on the quality and price of raw materials to be purchased due to regional restrictions, so as to purchase better products at a lower price. At the same time, it can also reduce the procurement link and the procurement workload, and reduce the lab

38、or cost caused by the procurement.2 The Development of Taobao 2.1 Current Situation of Taobao Taobao was founded on May 10, 2003 and was founded by Alibaba Group, the worlds best B2B company, with an investment of RMB 100 million. The three-year free policy was implemented at the beginning of its es

39、tablishment. In 2005, the free period was extended for another three years. In just a few years, Taobao has quickly grown into a giant of domestic online trading platforms, creating a miracle for the development of Internet e-commerce companies. For the sudden emergence of Taobao, eBay President Whi

40、tman predicted that it would only live for 18 months. However, as of June 2019, Taobaos registered users have reached 755 million, accounting for nearly 65% of the market share, and it has become the first choice for most online users in China. Thanks to its successful marketing strategy, Taobao soo

41、n became the largest personal e-commerce transaction platform in Asia and has a significant international influence.2.2 Analysis of Taobaos E-commerce ModelIn this model, the C2C website is just like a big shopping mall in real life. There will be many individuals or company brands opening stores in

42、 the shopping mall. The big mall is only responsible for organization and management, not directly responsible for each product. Of course, if you have problems in trading, you can always find the management department of the mall. In the C2C website, this organization is called customer service cen

43、ter. Therefore, Taobao, as the provider and manager of the trading platform, plays a pivotal role.First, the Internet breaks through the limitations of the region so that people around the world can browse without hindrance. In this virtual but huge area, it is difficult for people to directly trust

44、 each other directly. If there is no such well-known website as Taobao that can be trusted by both sides of the transaction, the deal will be difficult to complete. Secondly, Taobao also bears the functions of monitoring the transaction process and the credit of buyers and sellers and payment securi

45、ty functions. At home, people are seldom willing to make online transactions with strangers for the sake of risk. In 2004, Taobao launched the payment tool Alipay, which is equivalent to a banks letter of credit, protecting the rights and interests of buyers and sellers, and transferring risks to th

46、ird-party institutions. At the same time, Alipay has also mastered the trading and credit status of buyers and sellers, and prevented the occurrence of online fraud to the greatest extent. Eventually, the goal of improving the online shopping crisis of trust was achieved.Thirdly, Taobao also provide

47、s technical support services for buyers and sellers. Sellers can set up personal stores on Taobao to publish product information. Help buyers quickly find the products they need and complete their order. At the same time, in order to meet the various needs of buyers, the categories have increased significantly, such as home appliances, clothing, electronic equipment, home furnishings, automobiles, and game accounts.It is precisely with the efforts of Taobao to reduce transaction credit and risk control that the C2C model can be quickly accepted by the majority of ordinary us