Market Analysis of Alibaba’s Marketing Strategies in Different Perspectives

DOI

10.2991/978-94-6463-098-5_193How to use a DOI?

Keywords

Marketing Strategies; Alibaba group; Market Analysis Domestic economic

Abstract

This research investigates the marketing strategies used by Alibaba Group from different perspectives in the domestic market, with the introduction of the recent situation of the company now, it includes a complete business ecosystem that integrates e-commerce platforms, supporting local life services, health care, etc., and includes pan entertainment businesses such as games, videos, music, and intelligent terminal businesses. These will show the reason for the success of Alibaba Group. Online research with thesis and research was done with 6 reliable resources that the text is based on objective, existing facts. The outcome demonstrates the marketing tactics employed by Alibaba Group in various market scenarios, and their success was attributed to both internal and external marketing tactics.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yichun Wang
PY  - 2022
DA  - 2022/12/27
TI  - Market Analysis of Alibaba’s Marketing Strategies in Different Perspectives
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1710
EP  - 1715
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_193
DO  - 10.2991/978-94-6463-098-5_193
ID  - Wang2022
ER  -