阿里巴巴營(yíng)銷策略分析

XIXChapterSixConclusionInconclusion,Alibaba'smarketingstrategieshavebeeninstrumentalinthecompany'ssuccessinthee-commercemarket.Byleveragingdataandtechnology,thecompanyhasbeenabletogaininsightsintocustomerpreferencesandbehavior,whichhasallowedittotailoritsmarketingeffortstoindividualcustomers.This,alongwiththecompany'sfocusondifferentiatingone-to-onemarketing,clearlydefiningpromotionrules,andstrengtheningword-of-mouthmarketing,hashelpedtoincreasecustomerengagementandsales.Additionally,Alibabahasimplementedmeasurestoensuretheprotectionofbrandvalue,suchasstrengtheningthequalitymanagementofproductsonitsplatforms,improvingthequalityofafter-salesservice,andperfectingitsproductevaluationsystem.Thecompanyhasalsoplacedastrongemphasisonbuildingapositivereputationandbrandimage,byencouragingcustomerstosharetheirpositiveexperienceswithothersandbyusingsocialmediaplatformstoamplifythereachofpositivecustomertestimonialsandreviews.Furthermore,Alibabahasalsoplacedastrongemphasisonmanagementandgovernance,witheffortstoimprovethemanagementlevelofplatformenterprisesandstrengthenplatformsupervision.Thishashelpedtoensurethestabilityandlong-termsuccessofthecompany.Overall,Alibaba'smarketingstrategieshavebeeneffectiveinbuildingastrongcustomerbaseandestablishingthecompanyasaleadingplayerinthee-commercemarket.Thecompany'scontinuedfocusondata-driveninsights,customer-centricapproach,andcommitmenttoprotectingbrandvalueandreputation,setsitupforcontinuedgrowthandsuccessinthefuture.Bibliography[1]R?sner,A,J,Haucap&U,Heimeshoff.Theimpactofconsumerprotectioninthedigitalage:EvidencefromtheEuropeanUnion[J].InternationalJournalofIndustrialOrganization,2020,(73):4-19.[2]Dunning,J.H.MultinationalEnterprisesandtheGlobalEconomy[M],SecondEdition,Cheltenham:EdwardElgarPublishing,2018.[3]Jelassi,T.“TheStrategicApproachoftheWorld’sBiggeste-TailingCompanies:AmazonandAlibaba”[J].In:Strategyfore-Business.ClassroomCompanion:Business.Springer,2020(13):25-26.[4]Han,J.H.&H.M.Kim.Theroleofinformationtechnologyuseforincreasingconsumerinformednessincross-borderelectroniccommerce:Anempiricalstudy[J].ElectronicCommerceResearchandApplications,2019,(34):10-12.[5]Nam,G.“BringingtheQRCodetoCanada:TheRiseofAliPayandWeChatPayinCanadiane-CommerceMarkets”[J].In:AraiK.,KapoorS.,BhatiaR.(eds)ProceedingsoftheFutureTechnologiesConference(FTC),2020(7).[6]Choudhary,P&A,Gangotia.Dotraveldecision-makingstylesandgenderofgenerationYhaveanyassociationwithtravelinformationshareonsocialnetworkingsites[J].JournalofHospitalityandTourismTechnology,2017,(2):152-167.[7]XusenCheng,LinlinSu,AlexZarifis.Designingatalentstrainingmodelforcross-bordere-commerce:amixedapproachofproblem-basedlearningwithsocialmedia[J].ElectronicCommerceResearch,2019,19(4):801-822.[8]何舒帆,樊美芳.從"雙十一"購(gòu)物狂歡看阿里巴巴的造節(jié)"贏"銷策略[J].市場(chǎng)營(yíng)銷.2021(07):451.[9]姜巍.阿里巴巴集團(tuán)營(yíng)銷策略研究[J].科學(xué)與財(cái)富,2020(30):203.[10]金曄.阿里巴巴農(nóng)村電子商務(wù)戰(zhàn)略的機(jī)遇、挑戰(zhàn)與對(duì)策[J]．中國(guó)市場(chǎng)，2018,(10):114—117.[11]林錦鑫.后疫情時(shí)代阿里巴巴公司營(yíng)銷策略研究[D].華