Analyse the Operation and Management of Taobao Platform through the Case Study Method and Make Recommendations for Improvement

Abstract

With the accelerated pace of life, e-commerce has gradually become the mainstream of the consumer market. With its unique Internet economic system, China has developed Taobao, an online shopping platform with strong competitiveness in the Chinese market and even globally. Taobao has applied the advantages of big data and social media but has neglected some fundamental issues in marketing. The primary purpose of this study is to find out some problems of the Taobao platform through its profit model, technology application, logistics management, and product management and to make suggestions for these problems. The analysis shows that Taobao needs to allocate a small amount of attention to the application of technology and needs to pay special attention to the issues of logistics and commodity management. Regarding technology applications, Taobao can improve its software functions to give users a better experience. Regarding logistics and product management, Taobao must strengthen supervision and allocate more resources to protect users' reputations.