E-COMMERCE IN CHINA: HOW COULD TMALL DUPLICATE SUCCESS OF TAOBAO AND BECAME INDEPENDENT?

Whether TMall can match the success of Taobao is the primary research aim. In order to address the research aim, the effectiveness of the current e-commerce operations of TMall, the brands capability of duplicating Taobao’s success and possible strategies achieving that are the research objectives. Findings from literature review highlight that TMall is the leader in the B2C segment and Taobao is the leader in the C2C segment in the Chinese e-commerce segment. Customers’ trust and reliability are two major factors that determine e-commerce business success in China. In order to address the problem statement, a mixed method research strategy has been focused. Quantitative data represents the perception of TMall’s customers and qualitative data represents the perception of the managers of TMall. Findings from the data analysis section highlight that TMall has the potential to become a brand like Taobao and can work independently. However, the brand needs to emphasise on some approaches like product differentiation, technological strategies like dedicated mobile app development and business expansion through international business initiative.


E-COMMERCE IN CHINA: HOW COULD TMALL DUPLICATE SUCCESS OF TAOBAO AND BECAME INDEPENDENT?

Type: Dissertation
Domain: E-commerce
Words: 10000
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