Analysis on the Marketing Strategy of Taobao under the Background of the Era of Internet

DOI

10.2991/assehr.k.211209.225How to use a DOI?

Keywords

Marketing strategy analysis; Internet; Case study; Alibaba

Abstract

The advent of the Internet era has given rise to a large number of online sales platforms. In this paper, the author analyzed the marketing approach of Taobao, a company owned by Alibaba (especially during shopping festivals), in the Internet era through SWOT analysis. According to the analysis result, the strength of the marking strategy of Taobao is its rapid development of the Internet, suitable geographical environment and the accuracy of big data analysis. Its weakness are the price differentials and system stability. Besides, the opportunities of Taobao are the gradual expansion of the market size and the improvement of the young group’s consumption power. At last, competitors and consumer privacy issues are the threatens that Taobao is facing. The results show that although Taobao’s online marketing in the Internet era has certain weaknesses and threats, its strength is an important reason for Taobao’s huge profits.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

Download article (PDF)

TY  - CONF
AU  - Miaolin Gong
PY  - 2021
DA  - 2021/12/15
TI  - Analysis on the Marketing Strategy of Taobao under the Background of the Era of Internet
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1383
EP  - 1387
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.225
DO  - 10.2991/assehr.k.211209.225
ID  - Gong2021
ER  -