Application of Big Data Analysis in E-commerce Enterprises—A Case Study of Taobao

Bohan Ruan
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Bohan Ruan: McMaster University

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 1651-1655 from Springer

Abstract: Abstract With the development of science and technology and the progress of the era, data have become an indispensable part of life. All things in life can be converted into data for analysis and prediction. Along with the development of cloud computing and the Internet, big data analysis has become increasingly important, especially in the field of e-commerce enterprises. By analyzing the data of consumers and marketing, enterprises can maximize their revenue to achieve a better development. Taking Taobao as an example, starting from the impact of big data analysis on e-commerce enterprises, the author discusses the impact of big data analysis on Taobao’s marketing, and explores how Taobao applies big data analysis in its business activities to improve its competitiveness to gain a deeper and more accurate insight into big data analysis. The paper finds that big data analysis can help win customer trust by satisfying consumers’ needs. Besides, it can help broaden Taobao’s sales channels, and form a better marketing model to bring huge earnings. However, big data analysis may also have a bad impact. If data security is not effectively guaranteed, data leakage, whenever it happens, may cause serious losses. In addition, big data can be applied in different ways to improve Taobao’s competitiveness in business activities, such as understanding marketing objects, accurately identifying resources, carrying out marketing services, etc.

Keywords: Big data; E-commerce; Taobao; Marketing services (search for similar items in EconPapers)
Date: 2022
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DOI: 10.2991/978-94-6463-036-7_246

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