Article 1
Analysis of Taobao's Marketing Strategy
Abstract: With the vigorous development of Internet in China, online shopping has developed rapidly. Among them, Taobao Road shopping market has the fastest growth. As an important e-commerce platform in China, Taobao has attracted a lot of attention. Therefore, this paper takes Taobao as the research object, analyzes the problems existing in its marketing according to the basic process of customers' online shopping, and puts forward and analyzes the marketing strategies.
Keywords: Taobao shop; Marketing; tactics
Taobao is the largest online shopping and retail platform in China, founded by Alibaba. Since the establishment of 10 in May 2003, Taobao has nearly 500 million registered users and more than 60 million regular customers every day. At the same time, the number of online goods has exceeded 800 million every day, with an average of 48,000 items sold every minute. With the expansion of Taobao's scale and the increase of users, Taobao has also changed from a single C2C online mall to a comprehensive retail business circle including C2C, group purchase, distribution and auction. At present, it has become one of the global electronic commerce trading platforms.
First, Taobao's marketing strategy analysis
1. Experience marketing. Experiential marketing refers to a marketing method in which an enterprise makes its target customers experience the products or services provided by the enterprise through observation, listening, trying and trying, so that customers can actually perceive the quality or efficiency of the products or services, thus prompting customers to understand, like and buy. Experiential marketing is to solve the trust problem of Taobao users, and trust will make everything easier. So experiential marketing is to strengthen the trust of Taobao users. Through continuous experience and perception of users, Taobao has cultivated users' feelings and habits, allowing users to recognize and trust their services.
2. Secure payment system-Alipay. Alipay China Network Technology Co., Ltd. is a leading independent third-party payment platform in China, founded by Alibaba Group. Committed to providing "simple, safe and fast" online payment solutions for e-commerce in China. Alipay is especially suitable for commodity transactions with higher unit price or all transactions that want to be more secure. Enhanced the security of Taobao shopping transactions. At present, using Alipay in Taobao is free. Yu 'ebao is a balance appreciation service created by Alipay, a third-party payment platform. It was officially launched on June 13, 2065438. Like Alipay balance, Yu 'ebao can be used for consumption, transfer and other expenses at any time, and can obtain investment income, so as to increase the value of the funds deposited in Yu 'ebao. It has dual characteristics: payment and value-added.
3. Communication method-Ali Want Want. Ali Want Want is similar to QQ, MSN and other instant messaging tools. Effective communication depends on the customer service behind Ali Want Want, a communication tool. Customer service is a cliche. Many sellers can strictly demand customer service sales services, conduct professional knowledge training, attach importance to baby evaluation, and score in stores.
4. Logistics distribution. Taobao shop shopping industry chain is mainly composed of buyers, sellers, Taobao trading website platform and logistics companies. Sellers can place orders and deliver goods directly on Taobao. After delivery, both buyers and sellers can check the logistics information of the goods in real time. In this industrial chain, logistics, information flow, business flow and capital flow have realized complete electronic informationization. Only by realizing the physical flow of goods well can the whole industrial chain realize its value. The efficiency of logistics distribution and the level of parcels are particularly important in the final Taobao shop shopping.
5. Promote marketing strategy. "Double Eleven" Shopping Carnival is an activity promoted by Taobao since 2009. Since the birth of Taobao's "Double Eleven", the transaction volume of the Double Eleven has changed from 65.438+0 billion yuan in 2009 to 936 million yuan → 5.3 billion yuan → 654.38+0.91billion yuan → 35 billion yuan, 654.38+0 1 day. In 20 10, the sales of Taobao and Taobao Mall increased to 936 million yuan; 20 1 1 year, the promotion performance of Taobao and Tmall soared to 5.2 billion yuan, of which Taobao Mall reached 3.36 billion yuan. 20 12' s "double eleven" record, rearranging all-day cat13.2 billion and Taobao's 5.9 billion, totaling 19 1 billion. By 20 13, the sales of "Double Eleven" reached 35 billion yuan. Before 2009,165438+1October 1 1 was just "Singles' Day", but now it is not just Singles' Day. Taobao took the lead in aiming at the marketing opportunity behind the festival and turned the "Double Eleven" into a shopping carnival that people talked about.
Second, Taobao marketing strategy recommendations
1. Attract consumers. Taobao shops should be beautifully decorated and eye-catching. Beautiful website interface can not only attract consumers' attention and make them feel happy, but also stimulate consumers' desire to buy and leave a deep impression on them. Product pictures should be clear and beautiful, so that people can see the baby's texture. Baby has a detailed description. We should pay attention to the introduction of "fashionable" and "fashionable" goods to satisfy consumers' pursuit of fashion and personalization, and at the same time provide personalized services. In order to attract consumers and promote sales, we should be different in every detail. Investigate consumers' needs, preferences and suggestions. Get valuable reference information from it. Consumers can participate in the design of products. On the one hand, it realizes the personalized requirements of consumers. On the other hand, it has established a good relationship with consumers.
2. After-sales service. After-sales service and interactive experience improve user loyalty and promote second or n sales. When communicating with them, consumers should respond to them in a timely and enthusiastic manner, provide them with thoughtful suggestions, and provide consumers with personalized services to meet their needs. Answer customer's questions patiently. The buyer shall deliver the goods as soon as possible after payment and notify the buyer. After the goods are sent out, the whereabouts of the packages should be tracked at any time. If there is any transportation accident, find out the reason as soon as possible and explain it to the buyer. Avoid bad reviews. If the product breaks down during transportation, you must compensate the customer first, and don't pass the buck casually. Take returns seriously. It's best to check carefully before delivery, and never send out defective products or wrong goods. Handle complaints with peace of mind. Contact buyers regularly to develop potential loyal customers. After the transaction is really over, sending out some preferential or new product arrival information in time may attract repeat customers.
In order to make buyers become repeat customers, it is necessary to contact and visit frequently. Every special day such as festivals or buyers' birthdays, we must remember to send messages to buyers who have bought our products. I wish them a happy holiday and let them feel our sincerity, our care and warmth. In this way, they will also keep us in mind and naturally think of us when they need to buy something. He will feel bad if he doesn't buy it in our store. In the long run, only by establishing a stable customer base can the business be sustained and expanded.
Third, the conclusion
Online sales are becoming more and more common in our life today. Since its establishment, Taobao has built the first brand of online shopping and online operation in China, and comprehensively applied various marketing strategies, providing a large number of vivid examples for the research in the field of online marketing. Taobao still faces various threats. It needs to develop its own online marketing activities and make a reasonable marketing plan in order to survive and develop in this highly competitive market. Taobao's online marketing still has a long way to go.
References:
[l] Hu Jingjing, Huang Lijun. Marketing Strategy Analysis of Personal Online Store [J]. Management Observation, 20 1027.
[2] Wang Yuying. Looking at the development strategy of network marketing from Taobao [J]. Economic Forum, 20 133.
[3] Feng Sifei. Study on the Business Model and Marketing Strategy of Saiwei Online Mall [D]. Shenyang: Northeastern University, 2007.
[4] Zhu Shimin. Research on online experience marketing strategy of retail brands [D]. Beijing.
[5] Dong Li. Analysis of network marketing strategy. Shopping Mall Modernization,No. 1 1 in 2004.
the second
Analysis on Taobao's E-commerce Marketing
Abstract: As an enterprise established for more than ten years, the annual sales of Taobao in 20 13 has exceeded one trillion yuan. The rapid development of Taobao has also brought great challenges and opportunities to many small sellers. How to seize this huge opportunity and stand out from many sellers in the era of rapid development of e-commerce is the main content of this paper.
[Keywords:] e-commerce marketing; Marketing; Taobao [doi]1013939/jkizgsc201519085
Taobao was established by Alibaba Group in 2003, and now it is the largest online retail business circle in the Asia-Pacific region. Taobao's main business now is Tmall B2C business-to-consumer and C2C consumer-to-consumer. As of 20 13, Taobao has 500 million registered users, more than 800 million products are sold online every day, and more than 60 million members and tourists visit Taobao every day. Taobao's total turnover of 20 1 1 trillion yuan, of which Tmall's turnover is 44 1 billion yuan; Among them, Taobao's C2C business accounts for more than 90% of C2C in China market. As of 20 14, Taobao has 9 million stores and more than 3 million active stores. Excluding the number of Tmall sellers on Taobao, 144462. How to occupy a place among millions of competitors and do a good job in marketing is the main direction of this paper.
1 summary of marketing theory
1 1 consumer buying behavior pattern
Consumer behavior is complex and diverse. Even consumers with the same needs will have different buying behaviors. There are habitual, economical, suspicious, rational, imitative, impulsive and emotional purchases. Hawkins, a master of consumer behavior research, believes that consumers form self-concepts and lifestyles under the influence of internal and external factors, and their self-concepts and lifestyles further lead to consistent needs and desires; These needs and desires are finally satisfied through consumption behavior.
12 market segmentation
Market segmentation refers to the process of dividing the whole market of a supply into different market segments, which is an important way for marketers to understand the different needs of consumers. Strictly speaking, everyone can be defined as a market segment, because everyone's needs are different from others. However, in order for enterprises to meet the various needs of customers at a lower cost, some needs can be divided into different market segments. Generally speaking, it can be divided into homogenization preference, clustering preference and personalized preference. In addition, it can be subdivided according to age, gender, race, education level, income level, social class and geographical location.
13 select market segments
There are five basic strategies for enterprises to choose the target market: focusing on a single market-selecting only one market segment for intensive marketing; Selective specialization-in order to reduce the possible risk of focusing on a single market strategy, enterprises can choose several unrelated market segments; Market specialization-satisfying a certain customer group to provide a variety of products; Product specialization-enterprises concentrate on producing a product to provide to all kinds of customers; Complete market coverage-enterprises use their own products to meet the needs of all customer groups.
2 China network marketing environment analysis
2 1 political and legal environment
The political environment and legal environment of a country directly affect the business decisions of enterprises. At present, China's political situation is stable, the investment environment is good, the market potential is huge, the laws and regulations are relatively perfect, and various support regulations are issued in favor of small and micro enterprises.
22 Economic, technological and cultural environment
Among many factors that affect enterprise marketing, economic environment is the most basic and direct factor. The economic environment has a profound impact on the development of network economy, and the construction of national information infrastructure needs to invest a lot of money; If a country's economic environment is not good, then the investment in informatization will be relatively reduced, thus affecting the development of online e-commerce. In 20 14, China's GDP exceeded 10 trillion USD for the first time, up by 74% over the previous year. After the United States, it became the second economic club that exceeded 10 trillion US dollars. According to Ma Jiantang, director of the National Bureau of Statistics, at the press conference of the State Council on October 20th, 2065438+2005/KLOC-0, the per capita disposable income of China residents increased by 20 167 yuan in nominal terms compared with the previous year, which was 80% in real terms after deducting the price factor. The per capita disposable income of urban residents reached 28,844 yuan; Per capita disposable income of rural residents 10489 yuan. By June of 20 14, the Internet penetration rate in China was 46.9%, reaching 63.2 billion, an increase of14.42 million over the end of 20 13. In 20 14 years, the average online time of China netizens is 259 hours per week. In addition to traditional consumer entertainment, mobile applications in emerging fields such as mobile medical care and mobile finance can meet users' multi-directional online needs and promote the further "internetization" of netizens' lives.
3 Taobao marketing plan
3 1 product strategy
First of all, we must be clear about what kind of goods are suitable for sale in Taobao, what kind of goods are suitable for explosions to attract traffic, what kind of goods are suitable for gifts, and what kind of goods are suitable for high profits. When updating products regularly, we should pay attention to product differentiation, and use diversified products to entertain customers and increase praise. We should actively participate in website activities, give customers discounts in timely activities such as gathering cost-effectiveness, attract customers' attention, and create a good brand image. Give small gifts when buying in combination, register customer database, transmit new product information in time, attract old customers, and implement discounts on holidays and other promotional activities.
32 brand strategy
You can make the store professional through third-party software or purchase Taobao Professional Edition store decoration; So as to improve the impression of the whole store on customers and enhance the brand influence. Improve all infrastructure including page copy, art design, product description, etc. Participate in all Taobao activities, use through-train bidding to promote, and enter the brand direct selling mode after having a certain reputation.
33 Price Strategy and Promotion Strategy
It is generally believed that the quality of discounted goods will be worse. At this time, we will change the narrative way: we should pay attention to the original value of goods, so that buyers can feel that spending less money and buying more value-added goods will often have different effects. For example, if you spend 100 yuan on a commodity worth 120 yuan, the buyer will think that the value of this commodity is still 120 yuan. As long as you spend 100 yuan, he will get it and earn it. At the same time, participate in various activities organized by Taobao, such as spending one yuan to sell goods that are usually tens of yuan, which will bring more traffic to the store; The customer will probably buy other treasures in the store, because he thinks it is free of postage to buy that commodity again. In addition, the mantissa pricing strategy can mark the price of 100 yuan as 99 yuan; This consumer will fall into an illusion that this product is in the range of tens of yuan. Although this promotion strategy has been widely used in supermarkets and shopping malls, it also shows the effectiveness of this method and can still be used in Taobao online marketing.
34 service strategy and customer relationship management strategy
Answering customers' questions patiently and friendly, with friendly attitude and paying attention to after-sales service; It is necessary to record customer information feedback in time, enhance interaction with customers, and deepen customers' impression of the store. You can use the robot service of Niu Qian platform to preset the answers to various questions; In this way, the robot will make a quick and automatic answer according to the questions that the guests usually ask. In this way, guests will feel that the service attitude and speed in the store are very good. There is also the use of Taobao's background CRM management software, which can remit the customer's phone number or email address; Send greetings to customers regularly or send the latest product information to enhance the brand influence of the store.
4 conclusion
Taobao's sales in B2C and C2C are already in a leading position in China, and its leading position is relatively stable at present. In addition to the marketing points mentioned above, you can also use the links outside the station to bring certain customers to the store. For example, release product information through Weibo, WeChat and forums. In the era of rapid development of online e-commerce, shops mainly learn various e-commerce marketing skills to seize the great opportunities brought by the rapid development of e-commerce.
References:
[1] Del J. Hawkins, et al. Consumer Behavior [M]. 7th Edition Beijing: Machinery Industry Press, 2000.
[2] Wu Tao Marketing Course [M]. Beijing: China Development Press, 2009.
[3] Zanhui network marketing password-strategy? Skill? Case [M]. Beijing: Electronic Industry Press, 2009.