淘宝网SWOT分析报告(英文版).doc

淘宝分析报告（英文版）1.Background2.Primary services/products3.Current major competitors4.Strengths and weaknesses5.Possible technological improvements6.References 1.BackgroundDragons () is the leading individual trading online platform by global best B2B company, alibaba started to 450 million investment, trade, the worlds largest personal achievement website.Results show that, as the name suggests - no less than baby, no clean can not sell out baby. Since May 10, 2003, the dragons since the establishment of the standards based on sincerity, starting from scratch, in just half a year, quickly occupied domestic individual trading market leading position, created the Internet enterprise, become a wonder of dedicated the best online transactions personal network pioneering platform.Results show that Taobaos current Business across two parts: Consumer to Consumer (C2C ) and Business to Consumer (B2C ) .Dragons promoting honesty, lively, efficient network business culture. In creating more security for taobao members of the commodities trading platform efficiency, but also the whole heart build and advocated a self-help, easy lacrity family culture atmosphere, let each traded in Taobao, more quickly and efficiently, and trade in trading at the same time, to make more friends, become more and more Internet users with friends online entrepreneurship and first choice. The results show that the established for domestic Internet users, provides better personal trading places, dragons with its rapid development and over its own trading areas of the unique culture, the financial times and won the 2003 sohu company selection of the 10 best investment domestic honours.2. Primary services/productscommodityIn recent years , Taobaos commodity number has a obvious increase , vary from cars, computers to clothing, household items, classification is complete, in addition ,it is also equipped with network game equipment trade sector, virtual currency trade sector (such as: drunk free and unfettered 0 yuan seconds kill the characteristic such as trade sector), and it is worth a look , Taobao must have what you want. As it is a auction site, Taobaos prominent point is, if the goods in the remaining time within three hour, the time is shown in dynamic, and accurate to seconds display.Characteristic serviceDifferent from ebay , in trade process ,members of taobao feel relaxed and lively family culture atmosphere. One example is the member timely communication tool - Taobaowangwang. After registration member of the dragons and Taobaowangwang, if the member enter a shop , meanwhile the shopkeeper is also online , it will appear a contact with me (the shopkeeper is online) or give me message (the shopkeeper is not online) icon , with this , we can keep in touch with each other and the shopkeeper can timely sending, receiving information. Taobaowangwang can check trading history , help us know about each others personal information, such as credit status and photos, it also support multilateral chat .3. Current major competitorsResults show that dangdang nets, paipai nets, joyo/amazon nets, baidu youa nets are Taobaos current competitors.China Internet network information center (CNNIC) issued in the 2008 China network shopping investigation report , the report says, at the user loyalty become dragons, the biggest competitor.Report of the current 6 mainstream shopping website, compared with other web users user information lagging the coincidence, smallest percentage only in taobao shopping ratio reached 67.3%.In user coincidence, dragons users and the amount of superposition users of the number of Internet users with 10.6% dragons joyo/amazon web users of the number of Internet users coincide with 9.6% dragons, the superposition ebay users, TOM 8% of the number of Internet users dragons.Data showed that only users in the proportion of shopping, is besides dragons have 24.3% outside, the user single degrees of website. Second highest This means, from user loyalty ways, dangdang network become the biggest competitor dragons.In addition, dangdang network users and the results show that the number of users superposition users, and the proportion of joyo/amazon 50% of the number of overlap network users 17.2.TOM ebay user single degree lowest, only in the user only 11.2% shopping on ebay, TOM. Other not a single user, more than half are in taobao shopping.4. Strengths and weaknessesStrengths ：（1）Taobaos most exciting commend is aliwangwang, aliwangwang for communication buyers role destinations. Compared with ebay tong, really is a qualitative leap, compared with tencent QQ, that is also a step ahead. Buyers shopping communication, direct show dialog box, open can communicate with buyers, still can give buyers offline messages, contacts, inquires added each other for buyers to purchase records show, great places such as buyers and sellers of the exchange and communication.（2）Taobaos pay treasure is a safety guarantee for shopping in Taobao, its a massive security role. Compare with ebays Ann FuTong and clap netss net clap,Taobaos pay treasure is more safe and convenient, and it get most userss support.（3）Taobao community although reply is not big, but KanTie word meaning, its a nice place. The events of the day, trivia, state, housework. Taobao community there are nearly, the content rich than newspapers, with the can often to the cheer to walk.（4）Equip with free policy, taobao has the most large clientele, and its technique is quite mature, product categories is more numerous than dangdang and clap nets, dangdang only more successful in books saling .Weaknesses：(1) Because shopping platform and taobao network, website information ZhuangJiLiang businessmen, information integration huge poorer, largely in the sea of information user submerged, cannot get valuable information, which will affect the users patience.(2) Industrial chain huge, each industry development operation cost is higher, sustain industrial chain of the high cost, making users between each platform to enhance the advertising investment profit increase, but that causes the falsity of the advertising without effective control, then the users interests, and damage influence customer loyalty.(3) Taobao increase its merchants and reduce the introductory ZhuangJiLiang goods caused by product quality threshold, the continuous appearance, the impact of the dragons of the brand image shopping mall big set. There are some products, and no amount of the phenomenon in the price the fair competition, disrupted network market order.(4) Taobao platform credit evaluation system of the funnel caused a lot of credit system without reference value, shop seller can free delete a user comments, so the seller see evaluation information is not comprehensive. Browse the goods than actual when customs tariffs to see, but the seller in the credibility, information at low.5. Possible technological improvementsOctober 8, 2008 in Beijing, dragons released its big taobao strategy, the powerful, the big shots unprecedented move is shocked the industry. Taobao released three strategic key content over the next five years, one is the total investment group towards ali taobao, creating 50 billion IT a virtuous circle of the ecosystem; 2 it is at present the 400,000 jobs based on promises continued to practice and social responsibility, toward creating 100 million jobs goal vigorously promoting; Three is to promote buys by 10 billion to step on the scale of 10,000 billion steps, to lead the new trend that buys consumption trend.Although has grown to river lake eldest brother, but clean out treasure eyes not only stare in the Chinese market, and has been looking to global, looking to the whole retail spending areas. Here, for their future development of dragons found a strong opponent: world-class retailers wal-mart. Competition has begun, the war in the battlefield without gunsmoke quietly began. A dedicated to traditional channels, a focus on network, a current trend puissant, a future infinite. Who dares to easily win? Assert that warAt some point, the dragons are concerned, this also is a kind of active choice of