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With the rapidly growing e-commerce expansion of its online shopping, including convenience shopping-mode and cheaper price pervasived penetration of our lives. China's online shopping market in 2010 close to 500 billion deal size, total retail sales of social consumer goods accounted for 3.2%; At the same time, online shopping 148 million subscribers, the penetration rate in Internet users amount 30.8%. Taobao, as a leading consumer B2C and C2C platform in the consumer market has the impact can not be ignored; while women in their own network characteristics, network marketing for many years ranked first. This paper is based on sales data Taobao, by analyzing the characteristics of online consumer behavior, the corresponding coping strategies of network marketing to enterprises engaged in the relevant network marketing has some significance.
Date of Conference: 16-18 Aug. 2011