Achieving E-commerce Competitive Advantage on Taobao

• Main Authors: Lee, Heng, 李恒
• Other Authors: Wei-Hwa Pan
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/98031874329825650390

碩士 === 國立雲林科技大學 === 應用外語系 === 102 === Taobao has become the biggest e-commerce store in Asia. It is vital to shed some lights on how sellers survive in the highly competitive e-market, Taobao. Few literature have reported the strategic point of view in forming the competitive advantages. Three factors, taken into account in the study, which lead to the competitive advantage, are the operational strategy, network marketing strategy, constituency strategy. Marked time, reputation level, and survival time of the store, on the other hand, are used as e-commerce competitive advantage performance indicators. The research method is questionnaire-based. We collected the samples from both online and offline. By conducting the canonical analysis, the significant coefficient correlation number 0.9509, is found in the connection between the NMS (network marketing strategy) to C&O (constituency strategy and operational strategy). It shows that each strategy set would be highly correlated. Due to the findings, we suggest that Taobao sellers should not only focus on one strategy, but to deploy multiple strategies evenly as an ideal approach. Implementing reputation level, marked times, and survival time as the performance indicators, information strategy and marked time are found to be highly interacted, while strategic positioning and run time would be highly correlated as well. Last but not least, in order to sustain in the long run, online businesses are recommended to execute better information strategy and yield a clear differentiation strategic positioning and differentiation product strategy for the long term managerial plan.