Structure: 1.Abstract 2.Introduction -Rational for the study -Research objectives -Research question 3.Literature Review -Introduction – Technological development vs E-Commerce in China (Brief history of technological development in China, how E-commerce became comment, Influences of life style with e-commerce: PESTLE analysis on the macro environment) -Traditional Market vs Digital Market in China (Traditional marketing in China: physical places, marketing strategies they are using to attract more consumers, how it moved to digital market, brief introduction of Digital market in China: Main players) -Relationship between technological development and consumer behaviour in terms of cultural value (Changing life style changing consumer behaviour in China, Expectation of Chinese consumer: important factors-quality, brand, price, cultural value, domestic products& foreign products -Digital marketing strategy in the Chinese e-market (Attractiveness of digital market in China, Models of e-marketing platform: B2B, B2C, C2C; Example of Alibaba Group: aim to help the society: Taobao villages in rural areas, Importance of CRM in Chinese e-marketing: trust, B2B example: Taobao: objective of Taobao, target market, e-marketing strategy, B2C example: TMall: objective of TMall, target market, e-marketing strategy) -Why Taobao found TMall? (Changes of consumer behaviour, wider consumer segmentation: Different affordability of different age groups depends on income and status, Different interested products: interest, needs, Main purchased items of Taobao and TMall) 4.Research Design & Methodology 5.Finding of the Research 6.Conclusion & Recommendations 7.Bibliography 8.Appendix P.S The topic area is E-Commerce in China. Although TMall was introduced by Taobao but became successful and independent. How did they do it (resources from Taobao at the beginning)? What influencing factors lead TMall’s success? Please add your professional ideas. Thanks a lot.
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