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
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