How Taobao Stores Successfully Use 4C Marketing Strategy

　 First, customer (Customer)

Customer refers to the needs and desires of customers. It requires shopkeepers to fully understand and study customers, provide products according to customer needs, and take customers as the center when selling products, and maximize their needs and desires from the perspective of customers. It is necessary to know what the target market is, who the target customers are, who are shopping at the store, and so on, which are related to the location of online stores. Online shop should combine the actual situation to investigate the income, consumption habits and ways of purchase of the products sold, and then make product positioning. For example, the author is a Japanese and Korean fashion clothing, positioning the shop as a medium and low grade, mainly in the middle and low class clothing, mainly facing the wage earners and students' families. Only when the location of the shop is clear, can we understand the needs of the customers better and better satisfy the target customers, so as to win their favor.

　　 Two. cost (Cost)

The cost (Cost) is not only the operating cost of the shop, or the product price (price) in the 4P, it also includes the customer's purchase cost. It also means that the ideal price of the product should be lower than the psychological price of the customer, and it can also make the shop profitable. In addition, the purchase cost of this intermediate customer includes not only its monetary expenditure, but also its time spent, physical and mental consumption, and purchase risk. Therefore, the total cost of buyers includes money cost, time cost, mental cost and physical cost. Usually, when buying goods, buyers always want to minimize the cost, including money, time, spirit and physical strength, so that they can get the maximum satisfaction. Therefore, sellers must consider the total cost that buyers are willing to pay to meet their needs. Efforts to reduce the total cost of buyers can start from reducing the cost of commodity purchase and transaction costs, thereby reducing the price of goods, in order to reduce the cost of money for buyers. increase Work efficiency As far as possible, reduce the customer's time expenditure. For example, after the customer has traded, choose the recommended logistics on Taobao, deliver goods in time, and save buyers' time to buy and wait. Provide detailed information to buyers through various channels, provide good after-sales service for customers, reduce customer mental and physical costs, which will give customers the greatest satisfaction.

　　 Three, convenience (Convenience)

The convenience principle occupies a place in the marketing theory of 4C. The so-called convenience principle, popularly speaking, is everything for the convenience of customers shopping. Compared with traditional shopping methods, online shopping products have poor visual performance, low reliability, and long distance from payment to goods. Therefore, if people want to buy online, they must give full play to the advantages of online shopping and overcome their shortcomings. The same product, the same price, the choice of consumers is the convenience. When the total cost is not large, buyers usually consider whether it will cost less effort to buy the product elsewhere. Therefore, in the process of online store transactions, we should take into account the location selection, shop decoration, payment and delivery choice, after-sales service and other business services to provide convenience for buyers.

　　 Four, communication (Communication)

Selling goods first sells themselves, and sellers must constantly communicate with buyers and approach them mentally. On the Internet, the most important thing is honesty. Promises to customers must be fulfilled. Even if you eat a little, you can't go back on your back. Every seller on the Internet has a record of honesty, and buyers can see the seller's previous sales and other buyers' evaluation of the seller. Online records of any seller's integrity record, it is very difficult for dishonest people to run on the network, and the seller's commodity price is even higher.