1、关于淘宝营销与发展对策的研究商务英语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 advantages of high efficiency and low price, it brings
2、 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 platform, has seen its transaction volume increase year
3、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 Taobaos position threatened. This paper studies the adv
4、antages 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.Keywords: E-commerce; Taobao; network marketing关于淘宝营销与发展对策的研
5、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ContentsAb
6、stract 摘 要 Introduction 11 Overview of E-commerce 21.1 The Definition of E-commerce 2 1.2 The Basic Mode of E-commerce 2 1.3 The Significance of E-commerce 32 The Development of Taobao 5 2.1 Current Situation of Taobao 5 2.2 Analysis of Taobaos E-commerce Model 5 2.3 Reasons for the Rapid Developmen
7、t of Taobao 6 2.3.1 Huge Number of Internet Users 6 2.3.2 User-friendly Website Features 7 2.3.3 Low Operating Cost and Risk of Online Store 8 2.3.4 Vigorously Publicize 9 2.3.5 Secure Payment 9 2.4 SWOT Analysis of Taobao 10 2.4.1 Strengths 10 2.4.2 Weaknesses 11 2.4.3 Opportunities 11 2.4.4 Threat
8、s 123 Marketing and Development Issues of Taobao 13 3.1 Product Quality Issues 13 3.2 False Sales Issues 13 3.3 Logistics Distribution Issues 14 3.4 Brand Image Issues 144 Strategies for Taobao Marketing and Development 15 4.1 Strengthen the Construction of Credit System 15 4.2 Establish a Unified S
9、ystem of Logistics and Distribution 15 4.3 Increase Efforts to Combat Fakes 16 4.4 Establish Taobao Small Court 16 4.5 Ensure the Authenticity of Commodity Information 17Conclusion 18References 19Acknowledgments 20IntroductionE-commerce has become a household word. E-commerce, as a new way of transa
10、ction, 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 entrepreneurship and inno
11、vation. 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 industry, which promotes
12、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. However, due to the rapid d
13、evelopment, 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 Taobao as the research
14、 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 Overview of E-commerce 1.
15、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 and services through ele
16、ctronic 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 implement trade activitie
17、s 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. On August 11, 1994, a
18、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 of smart phones, e-comm
19、erce 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 national strategy. E-comm
20、erce 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-commerce has four basi
21、c 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. Enterprises can use variou
22、s 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 Internet. This mode is
23、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 network. This type of transac
24、tion 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 core of C2B mode is to
25、 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 of E-commerceE-commerce
26、 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 longer limited by time and
27、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 and complete the order
28、. 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 progress of science and tech
29、nology. 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 science and technology. Sci
30、ence 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 products and guiding the pub
31、lic 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 of Internet marketing i
32、s 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 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
