Analysis Marketing Strategy of Taobao
DOI:
https://doi.org/10.54691/bcpbm.v31i.2563Keywords:
Taobao; E-commerce; Marketing strategy; SWOT analysis.Abstract
With the rapid development of the Internet and the epidemic's impact, the transaction scale and practitioners of online shopping in China have repeatedly created new heights. In addition, people have favored online shopping because of its low cost, convenience, and product diversity, which has become a new shopping trend. As a result, Taobao, a subsidiary corporation of Alibaba, has proliferated to become China's leading e-commerce site. This article studies the marketing strategies of Taobao through literature articles review and field investigation of five marketing methods Taobao implements: Tao Coin, 88 VIP, limited-time discounts, Double 11 shopping festival, and live streaming. Meanwhile, this article uses the SWOT method to analyze Taobao has low price, variety of goods, and safe payment method; it also has potential opportunities with convenient and fast internet development. However, Taobao has issues with the unequal quality of goods and non-uniform delivery. Based on the analysis, this article offers suggestions for future improvement of Taobao.
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