Analysis on the Marketing Strategy of Taobao under the Background of the Era of Internet

The advent of the Internet era has given rise to a large number of online sales platforms. In this paper, the author analyzed the marketing approach of Taobao, a company owned by Alibaba (especially during shopping festivals), in the Internet era through SWOT analysis. According to the analysis result, the strength of the marking strategy of Taobao is its rapid development of the Internet, suitable geographical environment and the accuracy of big data analysis. Its weakness are the price differentials and system stability. Besides, the opportunities of Taobao are the gradual expansion of the market size and the improvement of the young group's consumption power. At last, competitors and consumer privacy issues are the threatens that Taobao is facing. The results show that although Taobao's online marketing in the Internet era has certain weaknesses and threats, its strength is an important reason for Taobao's huge profits.