Internet Marketing Strategy in China : Case company : Tmall

Abstract

The objective of this thesis was to do a research of internet marketing strategy in China. Tmall was chosen as the case company. The main research question was included: 1) The current situation of internet marketing under the background of e-business in China. 2) The common strategies to carry out internet marketing for companies in China. The recommendation for the case company will be pointed at the end of thesis. In order to made a deep study, the first part consists of four sections of the theoretical content of internet marketing and internet marketing strategies, which includes Internet Marketing Foundation, Environment Analysis, Internet with Marketing Mix, and Business-to-Consumer Internet Marketing. After the theoretical part, the quantitative method was chosen for the empirical research. A questionnaire about internet marketing in China and the case company,Tmall was sent to totally 200 persons in China and got the 148 were received back. The aim is to understand the attitudes of people of different ages and different genders on online shopping and the reaction and recognition of various internet marketing methods. In conclusion, firstly, the advantages of internet marketing compared with traditional marketing will be illustrated. The problems it had would also be expressed. Secondly, the common strategies to carry out internet marketing of Tmall will be pointed out. Lastly, the recommendations for Tmall will be shared at the end of thesis.