Transcript b. define business strategy

B. DEFINE BUSINESS STRATEGY

Integrated Marketing
 communication between TaoBao and
consumers
 meet consumer demand for the orientation
 achieve the best level of promotional
activities
B. DEFINE BUSINESS STRATEGY
attitude of consumer products
full range of promotional activities
achieve the purpose of changing the
consumer psychology
have confidence in psychological
feeling of the product to buy products
finished product marketing
B. DEFINE BUSINESS STRATEGY

E-commerce
 carry out trading activities
 simple, fast, low-cost electronic
 build consumer recognition
 formation of brand image and facilitate
transactions
 consumer demand and build sales method
B. DEFINE BUSINESS STRATEGY

Horizontal expansion
 attract more and more partners or we called




them as the shop in taobao
expansion the size of their business
more people aware of the website
more products will appear in the site
more choices for the customers
B. DEFINE BUSINESS STRATEGY

Good security system
 “real name confirmation”
○ confirm the name and identity
○ finish the transaction
 credit card
○ many company using
 Visa verify
○ produce by the trade company and the bank
○ set of password online for security
B. DEFINE BUSINESS STRATEGY
 Paypal
○ deposit money in to the paypal account
○ pay by the paypal and deduct the amount in
the account
B. DEFINE BUSINESS STRATEGY

logistic system
 know more about the transferring condition
of the product
 customers feel more safety
 know where their product are
 when will they get their product
B. DEFINE BUSINESS STRATEGY

“pay after got product”
 Convenient
 first make their order
 Pay after the transition made and received
the product.
C. IDENTIFY INTERNAL
CAPABILITIES AND SKILLS

The biggest E commerce / trading
website in asia.
 size of the company business increasing far
faster than the economic finance increase in
internet.
C. IDENTIFY INTERNAL
CAPABILITIES AND SKILLS

revenue from advertisement
 revenue earn from the online
advertisements is right at the top in china.
 ratio of people in china web surfing is being
at the second place than baido.
C. IDENTIFY INTERNAL
CAPABILITIES AND SKILLS

large number of visitor
 number of visitor a day is almost 43,910,000
people
 number of product online is over
700,000,000 pc
 members of taobao is almost 250,000,000
people
C. IDENTIFY INTERNAL
CAPABILITIES AND SKILLS

transition value
 transition value made by taobao in 2009 is
almost $200,000,000,000
 large amount to show that there are many
customer supporting taobao
C. IDENTIFY INTERNAL
CAPABILITIES AND SKILLS

Greater present value of member
 spending much buying things in taobao
about $1260 RMB
C. IDENTIFY INTERNAL
CAPABILITIES AND SKILLS

successful marketing strategy
raise people attention though the
product detail and information page
rise the customers interest from the
activities pages
search for the product
take action to complete the trade by
the E commerce system
share their experience to others
D. STRATEGIC PERFORMANCE

visitor increase
 visitor per day had been raised to
85,000,000 people
 5,000,000 people more than the passing
month
 paipai is just only got 7,000,000 people a
day.