Market Analysis of Alibaba’s Marketing Strategies in Different Perspectives

Yichun Wang ()
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Yichun Wang: Beijing Hujia Private School

A chapter in Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), 2023, pp 1710-1715 from Springer

Abstract: 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.

Keywords: Marketing Strategies; Alibaba group; Market Analysis Domestic economic (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-098-5_193

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DOI: 10.2991/978-94-6463-098-5_193

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