文档介绍：Abstract 砀e continuousdevelopment of technology andimprovement hasled to arapiddevelopment ofe-businessapplications,Taobao isthefastestgrowing and most essfulwebsite inchina‘S merce relies on theAlibaba Group andimprove thesite’Soperational capacity toprovide services tolocal merce platform forthepurpose ofcontinuous improvement and development,from May 2003 SOfar,its market share hasreached 85%,which undoubtedly showstheimportance merce position inChina. W池other domestic merce business ing out,Taobao realizedgradually thatC2C(Customer toCustomer)model Can no longer meetthe the new economic situation,Taobaoproposed the new business ideasand new models inMay 2008,not only tomeet the merce onlineshoppingplatform,and willgradually open up,including B2C mall,living serviceplatform,all kindof salesapproach includingTV,magazines etc, to e one three-dimensional shopping system,and also open up itsthe merce transaction platform 、^ritll all merce participants,Taobao hasbeencreating merce system,thatcall”big Taobao.”Ⅲs thesis elaborates thestrategic background and causes ofbig Taobao, analyzed thestrategy ofbig Taobao’Severy stage ofthe main signsandsymbolic action tothestrategic overview ofthe contents of abig Taobao and its own innovativeandforward· addition,on themarketing strategy of a big Taobaoinnovation,this thesis alsodepend on4Cmarketing theory,according tothe status ofthedevelopment ofTaobao,from thecustomer strategy,cost strategy, convenience munication strategy,to elaborate the overall Taobao marketing system ofinnovation. However,Big taobao strategy pany’S new the development ofprocess,it willalsohavemany problems andmany imperfections, theauthorfurthergives theadvises andthinking forthestrategy ofbig Taobao’S problems;Through investigating andanalyzing ontheTaobao marketing innovation, thisthesisputs forwardsome ideas ontaobao’Sstategy implemantation process,other shopping sites’Sstategybuildingand