淘宝网经营战略的SWOT分析及启示

淘宝网经营战略的SWOT分析及启示
 
摘要：在我国C2C市场中，淘宝网后来居上，在短短两年多的时间里，超越了业内的领先者eBay易趣。分析其竞争策略，可为业界提供有益的借鉴。淘宝网凭借其免费策略迅速切入市场，通过全面关注去赢取用户，推出支付宝支持安全交易，并能根据条件变化进行阶段推广和战略联盟，这些都是淘宝网运作颇为成功之处。当然,淘宝网仍然还存在1些缺陷,怎样使淘宝网继续发挥优势,克服劣势成为了在激烈的网络竞争中淘宝的经营者所要面临的问题．本文就将用SWOT分析法对其经营战略进行全面分析。

关键字：淘宝网；经营战略；SWOT分析法；启示

The SWOT Analysis and Enlightenment about
the Operation Strategies of Taobao

Abstract：In C2C market of our country, Taobao Web caught up eBay who was the leader in the same industry during the time just more than two years. Analyzing its competitive strategies, may provide a good model for this field. Taobao cut into the market rapidly on the basis of its free strategy, won a large number of users through its comprehensive concentration, secured transaction by promoting payments, and carried on the stage promotion and the strategic alliance according to the changes of condition. These all are successful points which Taobao operated. It is sure that Taobao still exists some flaws, so how to bring its advantages into play and conquer the disadvantages become the significant problems that the proprietors have to face in the fiercely website competitions. This paper gives the overall analysis about its operate strategies by SWOT.

Keywords:  Taobao Web; Operation Strategies; SWOT Analysis; Enlightenment

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