Problems in the online marketing of online shops in China : Case study: the Taobao online marketing policy

Abstract

With the development and popularization of the Internet, more and more people are choosing to trade via the Internet. For the Chinese market, online marketing is still in its infancy, and inevitably several problems exist. Taobao is the fastest developing of all online marketing shopping platforms in China and accounts for the largest share of the online shopping market. In such a rapidly expanding market, Taobao's rise is a cause for concern.

This thesis will examine the current online marketing situation in China; the main problems related to Chinese online marketing; and the problems and victims of the Taobao online marketing policy. This study attempts to explore an efficient method of improving the relationship between Taobao and its online shop customers.