Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)

The Survival Rules of Integrated E-commerce During the COVID-19 Pandemic

Taking Taobao for Example

Authors
Simiao Hao1, , Chuhao Sun2, , Yangyang Zhao3, *,
1Department of Economic Management of Nankai University Binhai college Tianjin 300270 China
2Dulwich international high school Suzhou 215127 China
3The Affiliated High School of Peking University Beijing 100080 China

These authors contributed equally.

*Corresponding author. Email: Yangyang.Zhao21@student.xjtlu.edu.cn
Corresponding Author
Yangyang Zhao
Available Online 29 April 2022.
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.

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Volume Title
Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 April 2022
ISBN
978-94-6239-572-5
ISSN
2352-5428
DOI
10.2991/aebmr.k.220405.189How to use a DOI?
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  -