Analysis of Taobao's current management situation

With the rapid development of e-commerce, Taobao has become the largest C2C e-commerce platform in China. The following is a model essay on Taobao's operation for your reference. I hope it helps you!

Brief Analysis of Taobao's Operation Status 1 1. Introduction

In recent years, e-commerce has developed rapidly, and the government has introduced a series of measures, which has significantly increased the support and promotion of online shopping. Traditional enterprises have accelerated their entry into the online retail market. B2C enterprises, which have been operating for nearly ten years, ushered in the first round of listing on 20 10. The service ability and influence of e-commerce enterprises have been further improved, and the advantages of online shopping have been further highlighted. Online shopping, especially C2C trading, has become a popular shopping method. At present, Taobao, Yi Bei and Paipai have formed a tripartite confrontation in the domestic C2C field, and the share of Taobao, the leader in C2C field, has reached 90.5%, laying a solid competitive foundation for profit.

Second, the Taobao platform overview

Taobao is a large-scale online retail business circle in the Asia-Pacific region, which was founded by Alibaba Group on May 10, 2003. Now Taobao's business spans C2C (person-to-person) and B2C (business-to-person). By the end of 20 14, Taobao had more than 500 million registered members and more than 654.38+200 million active users every day. The number of online goods reached 10 billion, and the total transaction volume of Taobao and Tmall platforms exceeded10.5 trillion. The main products of Taobao are Ali Want Want, Taobao Store, taobao index, Happy Taobao, Taobao Fund and Taodiandian.

Third, the characteristics of Taobao platform

1, initial marketing

(1) "The countryside surrounds the city". Because the state has strengthened the supervision of short messages, a large number of small and medium-sized websites and personal websites have lost their profit sources and are unsustainable. Taobao put advertisements on these small websites to let consumers know that there is such a C2C e-commerce website.

(2) Taobao and MSN portal alliance. Because people's views on Taobao have changed a lot, Taobao began to form a strategic alliance.

(3) Use the media for marketing. Since Beijing International Radio and Television Week in 2004, Taobao has used the best-selling New Year's film to improve its popularity, and also put props on the Internet for auction.

2. Free advantage

When Taobao was successfully launched in July 2003, it quickly opened the C2C market in China for three years with a "free" brand, and replaced Yi Bei as the first C2C leader in China in just three years. On June 2005 10 and 19, Alibaba announced that "Taobao will continue to be free for another three years". On June 8, 2008, 10, Taobao announced at the press conference that it would continue to be free.

3. Credit system

(1) Taobao's real-name authentication. Once Taobao finds that the main content in the user registration information is false, Taobao can terminate the service agreement with the user at any time.

(2) Establish an open and transparent credit evaluation system by taking advantage of network information. The basic principle of Taobao's credit evaluation system is that after the transaction is successful, both parties give each other a credit evaluation.

4. Trading platform

In order to solve the payment problem of C2C website, Taobao has created a technical platform of "Alipay service". It is an identification service jointly launched by Zhejiang Alipay Network Technology Co., Ltd. and the public security department. The launch of Alipay has solved the worries that buyers can't get the purchased goods or get inferior goods that are inconsistent with sellers' online statements. At the same time, it also solves the seller's worry that he can't get the money by delivering the goods first.

5. Security system

Taobao also pays attention to the construction of integrity and security, and introduces a real-name authentication system to distinguish between individual user authentication and merchant user authentication. These two certifications need to submit different materials. Personal user authentication only needs to provide identification, and business license is also required for business authentication. A person cannot apply for two certifications at the same time.

Fourth, the shortcomings of Taobao.

Some "congenital deficiencies" in the development of e-commerce are emerging. A series of reports such as "Ningbo HC Network will be completely closed down", "Alibaba faces growth bottleneck" and "Small and medium-sized e-commerce websites face heavy pressure" have come out one after another, forcing China e-commerce companies to put "innovation" on the agenda. In fact, the problems existing in Taobao are the same as those faced by C2C e-commerce websites in China today.

1, the network integrity system is not perfect.

Online shopping has become a part of people's lives. Under the shopping standard of "the higher the seller's reputation, the more guaranteed the product quality", consumers often choose which online store to shop according to the seller's reputation. In order to make the online shop operated by sellers occupy a place in the fierce online shopping environment, it can be said that sellers have played a trump card in improving the reputation of their stores. Because there are some defects in Taobao's credit evaluation system, there is brush credit. Buyers can apply for multiple numbers by themselves, buy and sell by themselves, or make an agreement with others.

2. Paid marketing strategies emerge one after another, putting the cart before the horse.

The job of Taobao sellers should be to improve the quality of their products, ensure their logistics speed, and how to set reasonable prices. However, because Taobao system is increasingly inclined to pay advertisements for online marketing, thus promoting its own stores, more and more sellers have to spend money to find professionals to design keywords, create gold headlines for explosions, and decorate their own stores in this commercial environment. By spending money to buy various marketing products, such as diamond booths and through trains, which are the most commonly used advertising methods on Taobao, these software that deducts fees by clicking, let your baby or shop rank in the front page. At present, the unit price of through train click is not less than 1, and the average click price of commodity categories in some industries reaches 5; The average click price of drilling exhibition is also above 1, and the order conversion is surprisingly low. Juhua was once a marketing tool of Taobao, but now it is not as good as before. The entrance flow of Juhua is only 2 million, and thousands of products participate in Juhua every day. Those who participate in the flower gathering not only have to pay tens of thousands of pit fees, but also need to import traffic from shops or drilling exhibitions to the flower gathering on the day of the event. Even so, at present, the average cost-effective sales of each item is between 654.38+ 10,000 and 300,000. Excluding all expenses, there is little profit left. Even so, this is just an oligopoly game, and it is almost impossible for ordinary shops to participate.

3. The logistics distribution system is underdeveloped.

The distribution cost of personal transactions directly affects the transaction volume of buyers and sellers. At present, C2C transactions are still dominated by small quantities of goods, and postage generally accounts for about 10% of the transaction amount, which naturally increases the transaction cost. However, the characteristics of scattered buyers and sellers, low commodity prices and small batch make it impossible for both parties to solve logistics problems by themselves and have to rely on third-party services. At present, most C2C websites in China adopt recommended logistics, but such goods distribution has brought great inconvenience to traders. The logistics process is not only time-consuming but also unsafe. V. Suggestions on Taobao's competitive strategy

1, strengthen the main business and build an online shopping boutique base.

Taobao's business model itself has a great paradox. While Taobao's traffic is increasing, it may be marginalized in front of mainstream e-commerce. What's more, the online shopping habits that consumers have developed for many years make them occupy the absolute advantage of vertical B2C and comprehensive B2C in commodity control and after-sales protection. Therefore, in the environment of internal troubles and foreign invasion, accelerating the adjustment of platform structure and resource integration, and building an online shopping boutique base and the most internationally competitive shopping platform enterprise will inevitably become a strategic choice for Taobao to strengthen its main business.

According to the analysis of the shopping platform market, Taobao's main business orientation should be: taking basic transaction services such as commodity quality, shopping environment and logistics distribution services that directly affect consumers' online shopping and mobile shopping as the core business, and taking advertising, promotion services, transaction data cloud computing and reputation evaluation as value-added services. The key measures that Taobao can take are: adjusting Taobao evaluation system, transaction process, commodity management, transaction data and payment tools. In particular, we will enhance and build the launch capability that Taobao has not set foot in, optimize the core business links, and fully release Taobao's existing innovation capability and platform value. Open data, cooperate with upstream manufacturers and platform sellers to develop products that are more suitable for consumers' needs, gradually eliminate fakes, introduce brand manufacturers, and enhance platform brands; Actively cooperate and communicate with the central bank's supervision of the online financial market, timely adjust the platform architecture to connect with the second-generation payment system, and form a world-class online shopping boutique base with excellent product quality, solid basic services, safe and reliable payment and fast and efficient logistics.

2. Accelerate the expansion of the main business scale through capital operation.

In the online shopping market, increasing investment and rapidly expanding business scale will obviously help enterprises reduce production costs and improve product structure. With the current development speed and development opportunities, they can catch up with and surpass the existing level of Taobao in a short time, especially Pat and Excellent Amazon. Taobao must continuously increase investment and expand its business scale. For a long time, Taobao has relied on the strong support of Alibaba Group, coupled with self-accumulation and self-development, and the platform traffic has achieved relatively great development, but it is hard to say that it is accelerating development. In order to achieve the strategic goal, Taobao must improve its capital operation ability, strengthen its capital operation, do a good job in its main business, take the extension and expand Zhang Zhilu, and achieve extraordinary development.

3. Integrate group marketing.

By integrating Alibaba Group's marketing channels, we can improve the utilization efficiency of Alibaba Group's marketing network, provide users with convenient services, and consolidate the dominant position in the competition. Cultivate and develop strategic partners. For enterprises with high industry status, good growth and consistent value orientation, we should focus on cultivating strategic users of Taobao, forming strategic partners, establishing long-term and stable supply relationships, forming consistent interests, forming competitive advantages in the industrial chain, and finally achieving a win-win situation between supply and demand.

4. Cultivate a talent team suitable for the development of Taobao.

With the increasing competition of e-commerce platforms, the competition for talents will be intensified, especially for planning creative talents. Taobao should examine the shortcomings in talent training and talent structure from the perspective of corporate strategic development and corporate culture construction. First, create a talent incentive mechanism that stands out from the crowd. Secondly, establish an international concept of talent development. Efforts to implement the international talent strategy should be the core of Taobao's new talent development strategy, with the internationalization of talent composition, talent quality and talent activity space as the basic idea. Specifically, Taobao sellers not only need to operate in good faith, but also insist on selling real goods and good goods. Do a good job of after-sales service. While ensuring their own services, we should learn Taobao rules well, learn to use Taobao rules to protect ourselves and avoid operational risks reasonably. In addition, the problem of professionals needed by Taobao has become increasingly prominent, such as art design, background data analysis, store beautification, decoration, etc., which are in short supply, and these problems need to be solved urgently.

5. "Online shopping" and "express delivery" develop together to achieve "win-win"

The commercial activities of e-commerce websites such as Taobao are self-evident, but express companies are more significant to online merchants, especially small and medium-sized buyers, which can be said to be the basis of their survival. It is impossible for small sellers to have their own independent express delivery service. Even large sellers currently provide delivery services for themselves through express delivery companies, which are one of the important platforms for e-commerce to survive. Participants in e-commerce and logistics should work together to establish a reasonable benefit distribution mechanism and build a harmonious industrial chain. Establish fair, just and feasible service standards, balance the relationship between merchants and logistics companies through systematic control and distribution, and let the market determine the price according to the law of value. Relevant departments and industry associations should actively guide express delivery enterprises to change from single price competition to service quality competition, bind the price and service quality of express delivery services, and guide enterprises to conduct differentiated competition. Strengthen the supervision of the express delivery price of online shopping websites, pay the express delivery fee charged by sellers to express delivery enterprises in full, and prohibit merchants from earning undue fees. Through these measures, we can effectively realize the development of online shopping and express delivery in China and achieve "win-win".

As a product of the development of e-commerce, Taobao shop is an electronic technology platform based on the Internet and C2C mode, which has the characteristics of openness, high efficiency and low cost, and has broken through the obstacles of traditional marketing, and has an incomparably broad development space. Taobao shop is a C2C network sales and purchase platform provided by Taobao for the majority of netizens, and it is a form of e-commerce.

Netizens can take photos of their favorite products in Taobao Mall without leaving home and pay through Alipay. The goods are delivered to the door by the logistics company.

I combined the experience of this online marketing show and my personal Taobao shopping experience to summarize Taobao's marketing strategy.

First, the marketing strategy of the new Taobao store

The marketing of a new store mainly revolves around two points: one is to let users know the existence of this store, and the other is to let users enter the store or even buy it through some channels.

Around the above two points, the marketing strategies of Taobao's new store are:

1. Explore potential customers and make them communicators.

2. Rational layout of keywords, optimization of product titles, and access to Taobao search traffic.

3. Optimize and maintain comments internally to create a harmonious shopping atmosphere.

4. Charge the marketing channel of cps.

There are three biggest problems faced by the newly opened Taobao store: no traffic, no popularity and no consumption base, which are the most important problems to be solved when the newly opened Taobao store is doing marketing. When solving these three problems, there will be many constraints: for example, there is no data base for paid marketing channels, and there is no way to predict the effect; In the free marketing channel, because the store is not well known, the effect will be poor.

Therefore, the marketing of new stores is not easy to do.

Second, the marketing strategy of Taobao Double Eleven

Active preheating

1, special exhibition in the station

2. Station advertisement

3. Publicity outside the station (Weibo WeChat TV advertising bus platform)

4. Frequent advertising updates

5. Self-hype

6, frequent product updates

7. Strong promotion strategy

Mid-term activities

1, snapped up by time.

2. Weibo and other publicity tools have been updated rapidly.

3. Relevant media reported in time.

4. Word of mouth of all participants

End of activity

1, Taobao brand promotion, discount during continuous activities.

2. Taobao Forum continues to hype.

3. Users purchase relevant information and comments during the official Weibo forwarding activities.

Double Eleven Taobao Mall also launched marketing strategies such as mall member protection, lottery, and free of charge.

Third, Taobao shop in the network marketing problems.

1, the awareness of developing online marketing is not strong.

2, the network marketing effect is not good, the way is not alive.

This online shop has a bad reputation.

Fourth, combined with Taobao's shopping experience, I personally think that Taobao's better marketing strategies are:

1, keyword marketing

Brand, model, product keywords, promotion methods, product characteristics, adjectives, regional characteristics, store name, credit rating, favorable rate, etc. These keywords can evolve into many combinations, such as: store name+brand, model+product keywords; Promotion mode+product features+product keywords are beneficial for consumers to search product-related information more quickly.

2. Marketing of Taobao Community Forum and Alipay Community Forum

Using good posts, essence posts and hot posts, high attention rate makes the store famous, and the improvement of store popularity brings page views and business.

Secondly, the posts that cause heated discussion will be reprinted out of Taobao community and brought to the Internet for viral spread, so that the chances of Taobao shops being discovered by buyers will be greater and it will also help win the trust of buyers. In addition, Weibo, soft articles, emails and e-commerce websites will be promoted.

3. Promotion activities of commodity stores

Buying the best goods at the lowest price is the way consumers spend.

Commodity prices are still the most important factor in determining the demand for commodities.

Commodity promotion is the most effective way to attract buyers.

There are two ways to promote goods: one is to participate in Taobao's promotion activities and need to register in Taobao.

Taobao will attract buyers to click through various promotion methods. These activity pages enjoy Taobao's best promotion resources. If the goods can appear on such a page, the chances of being clicked by buyers will be greater.

Secondly, our store uses Valentine's Day, Christmas, New Year and other festivals to promote products.

The promotion of goods in shops means that goods have a price advantage, which will definitely increase the number of visits to shops, greatly improve the sales rate and improve sales performance.

4. Be sincere.

Honesty is the foundation of enterprise management and the source of strength.

In the traditional marketing method, honest enterprises will establish a positive image in the hearts of consumers.

Corporate image is an important factor affecting consumer behavior.

In the virtual online shopping center, honesty is equally important.

In order to pursue the diamond or crown level, many shopkeepers invest heavily in credit transactions, hoping that good credit can bring them rolling financial resources.

Even if the improvement of credit temporarily blinds the eyes of buyers, poor product quality, poor service and publishing false information will still lose customers.

Therefore, reasonable and effective use of online marketing means to run your own store will definitely increase the number of buyers who patronize the store, and the integrity of the store will naturally increase.

5. Give the seller a small gift for free to improve the user experience, and strive for praise and repeat customers.

6. Use some high-traffic stores in LinkedExchange to increase store traffic.

7. Use baby pictures to increase credibility.

8. Indicate the labels such as "seven-day refund", "description if any" and "support for credit card payment".

Increase the purchase rate as much as possible and strive for effective traffic.

Analysis of the present situation of Taobao.com 3 Abstract: This paper takes the students majoring in e-commerce in Xianning Vocational College as the research object. Firstly, the situation of e-commerce students opening stores on Taobao was investigated, and the e-commerce curriculum system with "Big Taobao Strategy" as the core was analyzed, so as to provide reference suggestions and development countermeasures for other vocational colleges.

Keywords: e-commerce; Taobao opens a shop; Become self-employed

introduce

At the same time, with the enrollment expansion of colleges and universities in China, the problem of difficult employment for college students has gradually become prominent, and the cultivation of talent quality and quality has been put on the agenda. How to adapt to the changes of social needs, reform and improve the e-commerce talent training system has become an important topic for college educators.

1. Investigation and Analysis on the Present Situation of Online Shop Opening by Students

Since 2008, the college has put forward the reform idea of e-commerce curriculum system with "big Taobao strategy" as the core. In this course system, graduates who have completed their studies can choose to start their own businesses on Taobao, and they can also provide e-commerce services for many small and medium-sized enterprises. In the process of reform, there are also some problems and difficulties. After a series of exploration and practice, a more systematic curriculum system and a clear talent training program have been gradually formed. Based on this background, this survey analyzes the reform results by investigating the situation of students opening Taobao stores, aiming at further modifying the curriculum system and improving the talent training program.

The survey results show that most students with online shopping experience in our school are very interested in opening online stores, while all students majoring in e-commerce in our school have opened online stores, and they are generally optimistic about the prospects of online stores, and they also encounter many difficulties and doubts in the course of operation, which provides a good foundation for the reform of our school curriculum system.

2. Analysis of the related factors that affect students' online shop opening.

2. 1 Time allocation problem

The training course of Taobao shop opening for students majoring in e-commerce in our school was opened in sophomore year. At present, students have many professional courses and heavy tasks, and their time and energy in online stores are limited, so they can't take care of their studies and store management. How to find a balance between study and store management is a problem faced by all college students.

2.2 Insufficient funds.

According to the survey, the source of funds for college students to open Taobao shops is partly living expenses, partly scholarships, partly cooperation with friends and partly pocket money. No matter which source, as consumers, the funds they can invest are limited, and they can't bear all the expenses needed for a website operation, especially the part of network marketing.

2.3 Can't find a suitable source of goods

Some students don't know where to find the right source of goods after opening a shop. Some students found that the difference between the local wholesale market and the online shop was too big, and it was also very hard to do consignment, so some students simply responded with the psychology of having a job. Therefore, it is very likely that they have not successfully traded a commodity. Some students have found the source of goods, but they have not gone through detailed market research and correct market positioning. As a result, it is conceivable that the turnover of the store is very unsatisfactory, which has also greatly hit the enthusiasm of students.

2.4 Lack of knowledge

Because college students' own knowledge system is not very complete and their social experience is less, in the process of operating online stores, they will inevitably encounter how to apply knowledge such as network technology, network marketing and customer relationship management to solve problems such as product description, logistics safety, product quality and integrity. The lack of knowledge and social experience will affect the process of college students' online entrepreneurship.

3. Analysis of the countermeasures to guide students to open stores online.

3. 1 Arrange the time allocation of study and store management reasonably.

After the reform of the curriculum system in our school, Taobao shop opening is a compulsory course, so that every student can run his own online shop in class, learn knowledge, and at the same time increase his social practice experience, on the other hand, get a certain economic return.

3.2 Strengthen market research and positioning

First of all, we should consider it from the customer's point of view, so as to judge the significance of commodity existence and the degree of customer acceptance. Secondly, pay attention to the comparison to see if there are similar sellers selling the selected goods, their pricing and sales situation, as well as customer evaluation, and even statistical information views of goods to find their own positioning.

3.3 Improve students' overall marketing ability to online stores. In the course system, we have set up online marketing, online advertising, website construction, Photoshop graphic design and other related courses. Help students to open Taobao stores and conduct online marketing, comprehensively improve their comprehensive application ability of online marketing, and let students learn while doing, so as to truly integrate teaching and learning. In teaching, students are required to focus on the following marketing methods:

(1) The written description of the goods should be detailed and accurate.

② Flexible use of Taobao forum. The forum on Taobao trading platform has gathered a lot of members, and posting in time and replying to other people's inquiries are also good promotion means.

③ You can use all kinds of free online marketing tools to promote your own stores, such as blogs of major portals and Weibo to promote your own online stores and products.

④ Customer relationship management is the key.

3.4 Promote Taobao shop training courses as optional courses for all majors.

Our school plans to take Taobao shop-opening training course as an elective course for all majors, and carry out this work when students first enter school, as a form of entrepreneurship education, so that every college student can understand the charm of e-commerce and create a pioneering road for them.

Taobao Lab and E-commerce College established in our school provide online shop-opening skills teaching for students majoring in e-commerce, the online entrepreneurship training base for college students provides a highly simulated training environment, Taobao Studio and cooperative enterprises provide practical platforms for college students' online entrepreneurship, and the college has achieved a perfect "triple jump" on the road of exploration, practice and support for college students' online entrepreneurship. Taking this as an example, higher vocational colleges can start from the goal of talent training, master the new training mode, start to reform the curriculum system and talent training system, create a new training base, give students a skill training platform, and learn by doing, so that students can master the essentials of professional skills, adapt to the new needs of society, and become talents that society really needs.

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