The Most Famous Online Shopping Website In China Marketing Essay

The Most Famous Online Shopping Website In China Marketing Essay Abstract Taobao is the most famous online shopping website in China. It was launched in 2003 and within two years it became the leader of Chinas online shopping market. In order to keep the leadership position in increasingly intense competition and sustain its development, Taobao needs to modify and better its strategies for future development. Furthermore, its marketing strategies can also provide a good example for other online shopping companies. This essay is going to make an overall analysis on Taobaos business strategies by SWOT. Key words: Taobao; marketing strategies; SWOT analysis Content 1. Introduction 3 2.1 Leading position in Chinas online shopping market 4 2.2 Effective combination of diversified offerings 4 2.3 Precise market positioning 5 3.1 Limiting itself to local market 6 3.2 Insufficient screen process to control counterfeit products 6 4. Opportunities 7 4.1 Growing demand for online shopping in China 7 4.2 Government support 7 4.3 Safer payment systems for online transactions 7 5. Threats 8 5.1 Low entry barrier leads to fierce competition 8 5.2 Strict policy for third parties payment license 8 5.3 Higher logistics costs 8 6 Conclusions 9 Bibliography 10 1. Introduction Taobao operates a website, Taobao.com which is the largest Internet retail website in China. According to its website the transaction volume on Taobao (gross merchandise volume or GMV) exceeded RMB200 billion (US$29 billion) in 2009. Taobao launched in 2003, is owned by Alibaba Group, which is a family of Internet-based businesses. (Taobao, n.d.) Taobao provides not only online platforms but also third-party online payment services (Alipay) and instant messaging services (Aliwangwang) Platforms within Taobao include Alimama (alimama.com), an online advertising exchange and affiliate network for publishers in China. In addition, there is also a classified listing website Koubei.com. (ibid.) SWOT analysis, according to Philip Kolter, is an overall evaluation of a companys strengths, weaknesses, opportunities and threats. (Kolter, 2003) As the competition in the online shopping market is becoming increasingly fierce, Taobao faces some problems as well. The purpose of this SWOT analysis is to provide a critical review of key factors that may slow down Taobaos future development. 2. Strengths 2.1 Leading position in Chinas online shopping market Taobao is an acknowledged leader in both B2C (business to consumer) and C2C (consumer to consumer) online shopping market in China. Taobao has (should be: had) more than 190 million registered users by (could use: at) the end of April, 2010. (Taobao, n.d.) It has built a strong brand and is recognised by more Netizen (which is defined as the Chinese population who have accessed the Internet in the past 6 months by China Internet Network Information Centre) (CNNIC. 2008, January 15th). The company is well-thought-of by customers which gives Taobao more advantages in competition. 2.2 Effective combination of diversified offerings Taobao combines its three segment businesses effectively to enlarge its customer base. Take Alipay as an example, it is a third-party online payment platform, provides a simpler, efficient and safe payment service for both customers and sellers. This service not only ensure (should be: ensures) the transaction security but also reduces the transaction risk for online consumers, as it enables buyers to confirm the quality of goods before releasing funds to sellers. For example, if goods are found (to be) broken or fake, customers can request Alipay to postpone the release of funds to sellers. (Taobao, n.d.) This service help (should be: helps) Taobao (to) attract more customers. In addition, an instant message (could use: messaging) service called Aliwangwang make (should be: makes) the communication between (the) buyer and seller easier. Moreover, this service enables (the) buyer and seller (to) have a directly private bargain during the transactions, which is the preference of Chinese customers. 2.3 Precise market positioning Taobao analyzed Chinas online shopping market at the beginning of its business. Different from other online shopping websites which prefer older white-collar worker(s) with higher salaries or people who like collecting and sharing, Taobao chose fashionable younger females as the target customer. This market positioning proved more suitable for Chinas market compared to other websites (apostrophe not needed) . This is one of the reasons that the growth rate of Taobao is much higher than other competitors. 3. Weaknesses 3.1 Limiting itself to local market The design of Taobao website and other supporting services were based on Chinas local market. This localisation strategy made Taobao grew (should be: grow) fast at the beginning. However, with the development of the website, this strategy limits Taobao to the Chinese market and (, therefore resulting in a) lack of presence in (the) global market. 3.2 Insufficient screen process to control counterfeit products Although Taobao has taken some measures to control the sale of fake goods, such as rating the sellers by credit value, the result was not as expected. Because of the free strategy that Taobao used, individuals can establish an online shop easily without charge and requirement. This makes it even hard to monitor and select sellers that commit fraud. Lack of effective screening processes to control the sale of counterfeit products has had a negative influence on customers confidence in Taobao. It could also affect Taobaos brand image and sales. 4. Opportunities 4.1 Growing demand for online shopping in China According to CNNIC, the number of online buyers reached 87.9 million by June 2009, increasing from 74 million in 2008 and 46 million in 2007. The online shopping penetration rate achieved 24.8% by June 2009. (CNNIC. 2010, January 15th; 2010, July 15th) As the data above shows, more people in China prefer to buy products online. Convenience and various choices could be two main reasons. This increasingly growing demand for online shopping contributed to the growth of Taobao. 4.2 Government support After the global financial crisis, (the) Chinese government provided a RMB 4 trillion stimulus package in order to boost the domestic economic growth through 2010. (the) IT industry received around 0.5% to 1% of the cash injection. (Xinhua, 2008). This gave online shopping companies strong support for future developments. 4.3 Safer payment systems for online transactions The improved online payment systems play an important role in the growth of Chinese online shopping markets. There are more flexible payment systems for customers to choose. For example, a third-party online payment system ensures the security of transaction(s) and enables customers to get their refunds easily. A simpler and safer payment for online transaction(s) attracts (should be: attract) more customers. 5. Threats 5.1 Low entry barrier leads to fierce competition Because of the low entry barrier and fast growing market, Taobao meets many challenges, particularly in the face of increased competition from new market entrants. In addition, without many technical difficulties, it is easy for other competitors to copy Taobaos business pattern. Therefore, Taobao will be forced to increase investments on advertising or technological innovation. 5.2 Strict policy for third parties payment license Recently, Peoples Bank of China issued an Administrative Measures for the Payment Services Provided by Non-financial Institutions which has raised the entry standard for third payment party. In order to get (could use: obtain) and keep the license, Taobao has to increase its expenditure on online payment. 5.3 Higher logistics costs Taobao will give customers suggestions about the logistic companies which are mostly local third party logistics providers and customers usually take the suggestions because of the lower delivery prices these companies offered, compared to other international express companies, such as DHL and UPS. However, local third party logistics recently announced that they would raise the price. As most online customers are highly prices sensitive, this will have a negative effect on Taobaos sale. 6 Conclusions According to the SWOT analysis, although there are some drawbacks which have negative effects on Taobaos future development, the advantages still outweigh the disadvantages. In addition, there are many opportunities for Taobaos further growth. This conclusion will give some suggestions for Taobaos future business expansion. First of all, in order to keep the leadership position, technological innovation is crucial for Taobao. Taobao may focus on continuous improvement of its online payment system, which is also one of its strengths, particularly in the aspect of transactions (should be transactions, without apostrophe) reliability and security. Moreover, website functions, Internet stability and high-speed access to websites are also important in providing a better user experience, which may help to attract more customers. Secondly, as Taobao has the advantage of large scale consumers and sellers, Taobao may segment its market to provide more specialized services based on different demands so that it can meet customers requirements more effectively. To sum up, it is undeniable that the future of (the) online shopping market in China is promising. Based on the statistics by CNNIC, It is in a steadily (should be: steady) development stage. In this attractive online shopping market, more complete logistics providers and payment systems will appear. These will provide Taobao more opportunities to develop in the future.

The Political Effects of the Vietnam War on 1960’s Pop Culture

Tie Die, JFK, The Beatles, Drugs, Peace, Love, Dr. Martin Luther King, Woodstock, Go-Go Boots, Civil Rights, and Vietnam. When we say any of these words we think of the 1960's. The 1960's were a landmark in history remembered for effecting pop culture. What lead to such a dramatic change? In the 1950's the style was scarves, poodle skirts, and letter sweaters. The popular music was about teenage boyfriends and girlfriends. Then there was the 1960's. Could we have foreseen that people would wear mini skirts? Could we have foreseen that women would burn their bras in protest? Could we have foreseen that music would take a huge turn toward lyrics of peace, drugs, and mainly rock and roll? Probably not. What could have happened that would change American pop culture so much? There were many events that took place in the 1960's that had an affect on American citizens. The death of John F. Kennedy surprised and upset many Americans. However, the Vietnam War had the most profound effect on American pop culture. The Vietnam War changed music, fashion, and overall attitudes. Because of the Vietnam War and the undertones of the civil rights movement, 1960's pop culture significantly impacted our nation in a way that will be remembered for many years to come. 2Szymanski The Vietnam War still effects many people. Today, Post Traumatic Stress Syndrome is commonly associated with veterans of the Vietnam War. (Berk 346) During the 1960's there was an Anti-War movement that evolved from the Freedom of Speech Movement. This movement began on college campuses and spread cross-country. (Radical Times) The Antiwar Movement took place because people didn't understand why American soldiers were in Vietnam. People wanted the soldiers brought home. The Freedom of Speech Movement easily converted to the Antiwar Movement because of the similarity. People felt that this was not right and the issue was of such great importance that it needed to be addressed. I feel that the Antiwar Movement was successful and important because it did bring a lot of change to the nation. This change was both political and pop cultural. The Freedom of Speech Movement had limited success. In fact, the Antiwar Movement as well as the protests had a large effect on the ending of the Viet nam war. (Radical Times) In conjunction with the Antiwar Movement was the Civil Rights Movement. This event is commonly associated with Dr. Martin Luther King. However, the movement initially began with Rosa Parks and her ability to stand up for what she wanted, a seat toward the front of the bus. (Radical Times) At the time of the Black Civil Rights Movement a group called the Black Panthers evolved. This group arose as a militant group of young black men led by H. Rap Brown who risked his life to register blacks to vote in 1966. (USA Today) The difference between these civil rights groups is that Martin Luther advocated power through non-violence, whereas the Black Panthers promoted violence as a means to gain political footholds. (USA Today) For the African 3Szymanski American race there was a lot of momentum gained in the 1960's and there was a lot of ground made politically. The impact of these movements was phenomenal. The Antiwar Movement changed the dress, the music, and the style of nearly all college campuses in the United States. When a person would walk past a college dormitory there would be peace signs hung in windows. (Radical Times) The statement made was seen across America. A wonderful example of the effects of the Antiwar Movement on society is shown in Forrest Gump. There is a scene in which the audience sees an anti protest. The people there epitomize the effect that this had on pop culture. The clothes they wore and the music they listened to exemplifies the profound influence this had on the nation. The Civil Rights Movement is one that also made a lot of headway during the 1960's. The assassination of Martin Luther King had a profound effect on the American Society. This event impacted all races. Martin Luther King stood for the feeling of that time. His emphasis on peace was one that effected the entire nation. (Carroll 173) Martin Luther King Jr. is a symbol of harmony, human understanding, tolerance, unity, justice and brotherhood-for every generation. (Albright) Now that we have explored some of the political events that took place in the 1960's, we will explore some major changes in pop culture and how those relate to the political events in depth.The Antiwar Movement had a significant influence on the pop culture of the 1960's. This effect was shown through both music and fashion. The term â€Å"flower children† emerged from the anti war protesters. (Radical Times) They stood for peace love and harmony. They were the first to make tie die and hip huggers extremely 4Szymanski popular. They also had a large influence on the â€Å"natural look†. Women without bras or makeup and men with long hair and grown out facial hair. Prior to the antiwar movement, appearance was valued when one was neat and cleanly. (Walley) The pop culture of the 1960's was changed through the antiwar movement and one of the facets of pop culture changed was music. The following lyrics are from a popular song about the antiwar movement. â€Å"Come on people now, smile on your brother, everybody get together, try to love one another right now.† (Forrest Gump) Popular artists such as the Beatles, Cat Stevens, and even the Righteous Brothers wrote music that inspired antiwar protesters and became associated with them. Further in this paper there will be information on Woodstock, a musical and historical event associated with the Anti War movement. The Antiwar Movement was not the only political event to have an effect on pop culture. Although the impact from the Antiwar Movement is seen the most the civil rights movement did have an important role in the evolution of the 1960's pop culture. The Black Civil Rights Movement did have an effect on American Society. The effect of this was not seen as much on pop culture, but it was there. The true effect is shown in the dramatic increase of popularity in rhythm and blues. Prior to rhythm and blues, jazz music was associated as â€Å"black music.† It wasn't played very much on the radio. However, in the 1960's more black artists emerged. The Black Civil Rights Movement heavily effected music. Toward the end of the 1960's African American 5Szymanski styles emerged as popular. â€Å"Afros† were a common and popular hairstyle. (NetFirst) The music styles of Jimmy Hendrix as well as many other African American artists became known as legendary. (SixtiesMusic.com) Albeit, the civil rights movement and the political ground it gained, put African American styles of fashion and of music in the American pop culture arena. As touched on before, the effect of politics (namely the Vietnam War ) had a significant influence on the fashion of that time. A feeling of the need for freedom†¦of expression and speech swept over the nation. Because of this feeling, people expressed themselves not only through words of protest and actions of protest, but through their clothing. This was the countries way of expressing themselves without saying a word, but through what they wore. As shown in an analytic pop culture web site, â€Å"Fashion is never just about clothes, but attitude and expression as well. Up until about 1967, fashion had reflected a period of discover for youth; fun-loving, outrageous and colorful.†(Sixtiespopdiary. -fashion) So, what were these fashions that were about â€Å"attitude and expression?† Miniskirts (and even later micro skirts), caused moral outrage and were one of the first dramatic styles to come out in the 1960's. Later, a sloppy look became popular with T-shirts and sandals. Skintight pants also became popular, even so as a unisex article. (Sixtiespopdiary-fashion) The world was changing as fast as the fashions. In a personal opinion, looking back on this time of a political whirlwind, fashion was just as confusing as the world was. In this subject having to with politics and society, Woodstock is able to show the political influence on pop culture in one single event. In a mere 3 days, 6Szymanski thousands of people and influential artists were able to almost spontaneously put on one of the most historically significant pop culture events ever. The hippie look was dominant. Rock and roll and music of expression were the dominant sounds. A feeling of freedom was dominant. In one event, the world expressed the feeling of an era. (Interview) Today, the world of pop culture hails this event by trying to repeat it. Much to the dismay of many, the event cannot be repeated. The later generation looks at the event and realizes that this event was one of expression without even knowing the political events of that time. The Woodstock Music and Art Fair in August of 1969 remain a legend even today. The spontaneous event captured a generation's good feelings. Ironically, there were nearly as many Americans at Woodstock as there were in Vietnam. (Interview) Woodstock took place for 3 short days and there was a lot of rain. People didn't care about the rain, food, or bathrooms. â€Å"No one wanted to let the essence or the aura go. Halfway through an era of bad news, in the middle of a horrible war, barely a year after the wrenching, terrifying assassinations of Martin Luther King Jr., and Robert F. Kennedy, an entire, desperately wished -for era of good feeling was compressed into a single place and time. That compression produced a corresponding intensity of wonder and delight.† (Interview) The reason for Woodstock is well understood. However, it amazes me that such a spontaneous event could have such an unbelievable turnout. 7Szymanski Jimi Hendrix was one of the most influential musicians associated with Woodstock. It was there that he played his rendition of the â€Å"Star Spangled Banner.† Jimi's rendition was considered a brutal insult in its time. It was said that it sounded like a â€Å"blasted seizure of the national anthem.† (Interview) However, today Hendrix's national anthem is popular. When Hendrix performed this there were approximately 30,000 people left at Woodstock. His performance was spontaneous. It was described as â€Å"†¦his great No to the war, to racism, to whatever you or he might think of and want gone. But then that discord shattered, and for more than four and half long, complex minutes Hendrix pursued each invisible crack in a vessel that had one been whole, feeling out and exploring and testing himself and the music against anguish, rage, fear, hate, love offered, and love refused. When he finished he had created an anthem that could never be summed up and that would never come to rest.† (Interview) In summary, because of the Vietnam War and the undertones of the civil rights movement, 1960's pop culture significantly impacted our nation in a way that will be remembered for many years to come. Throughout the nineties, the hippie look became a popular style as a way of expressing ourselves. Popular artists have redone music from the sixties. For example, Natalie Merchant has recently redone the popular sixties hit â€Å"Peace Train.† The movie Forrest Gump, which is a summary of both the political and pop culture America in the sixties, won best picture in 1994. Even today, the sixties are a political and pop cultural landmark for the nation. Does this say that the sixties were a period of more turmoil and more change than other decades? Does this say that the fashion change more dramatically and rapidly than 8Szymanski other decades? Personally, I feel this decade did. From an outlook of a person who did not live during that time or during the time of many other decades, that decade stands out far above many others. Many political and pop culture figures are remembered and recognized by all ages today. In this era, the politics and pop culture overlap. To think that politics affected Americans so much that politics changed people's perspectives is remarkable, even profound. The death of Kennedy and Martin Luther King had a devastating influence over an entire nation. Yet, everyone soon focused on that feeling of freedom and love. This roller coaster of emotions had a roller coaster of an affect. Has any other decade changed a nation so much and so fast?

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Is It Okay to Give My Professor a Gift

So you think your professor is awesome. Is it ever okay to give him or her a gift? You certainly dont have to give professors gifts. A gift is never expected and in some cases may be viewed as inappropriate. For example, if you are a poor student, a gift might be perceived as an attempt to win a professors favor. A graduating student (or one working closely, thus developing a collegial relationship, with a professor) may wish to show gratitude for years worth of assistance by giving a gift, but the gift must be small and inexpensive. If you truly appreciate your professor, you may present him or her with a small token gift. So what can you give a professor thats appropriate? Give a Card The most important element to gift-giving is the thought behind it. Virtually every professor cherishes and shows off heartfelt cards from valued students. While it may not seem like much, a card expressing sincere gratitude in writing makes most professors feel like their work matters. We all want to make a difference. Your card will tell your professor that he or she has. Keep It Inexpensive If you must present your professor with a gift other than a card, then the rule is that it must be inexpensive (five to ten dollars, never more than 20 dollars), and ideally presented at the end of the semester. Gift Certificate for Coffee A gift certificate to your professors favorite coffee shop is always an appreciated  token. Remember to keep the amount small. Store-Bought Edibles If youd like to gift a professor with edible treats as a symbol of your gratitude, seek out store-bought, wrapped treats such as specialty chocolates, a tin of assorted teas, or fancy coffees. A small, wrapped gift basket or mug with coffees in it is a hit with many professors. Fancy Office Supplies Binder clips, notebooks, sticky note pads, these are the tools of academia. Both useful and thoughtful, presenting professors with fancy decorative versions of these basic tools can help make daily tasks a little more fun. Avoid Homemade Baked Goods While homemade cookies or cakes may seem like a great way to personally express your gratitude, such items are generally not a good idea. From nuts to gluten to lactose, allergies are a common issue often far too difficult to track these days. More to the point, most professors make it a habit not to eat homemade edibles from students for safety reasons.