The Survival Rules of Integrated E-commerce During the COVID-19 Pandemic
Taking Taobao for Example
These authors contributed equally.
- DOI
- 10.2991/aebmr.k.220405.189How to use a DOI?
- Keywords
- electricity; COVID - 19; volume; Taobao; Marketing Mix Theory
- Abstract
The pandemic of COVID-19 is a special period that casts a negative effect on most of the sectors around the world. As one of the exceptions, online shopping platforms have got the unprecedented opportunity to prosper. In the meantime, these platforms also face even more fierce completions between their peers. The purpose of this paper was to investigate the factors that affect and the strategies that were taken to improve customer purchase intention, which results in a bigger market share possession. With the aid of SWOT analysis and a review of Marketing Mix theory, this paper concluded possible methods that a typical online shopping platform like Taobao could use during the pandemic to increase its customer purchasing intention. The result of the study is that Taobao implemented and was not limited to large-scale advertisement, social appearance establishment, and price suppression to win the competition with its peers. However, the perspective of this paper is limited, doesn’t, and cannot represent the whole picture.
- Copyright
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Simiao Hao AU - Chuhao Sun AU - Yangyang Zhao PY - 2022 DA - 2022/04/29 TI - The Survival Rules of Integrated E-commerce During the COVID-19 Pandemic BT - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022) PB - Atlantis Press SP - 1131 EP - 1137 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220405.189 DO - 10.2991/aebmr.k.220405.189 ID - Hao2022 ER -