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ABSTRACT
In recent years, with the rapid development of Internet in China, the number of Internet users is growing rapidly every year and has ranked https://www.51lunwen.org/shangwuyingyujiaoxue/2012/0605/1608054692.html

first in the world. At the same time, online shopping is also rapidly developed to become the important content of Internet users. The enthusiasm of Internet users shopping online has also spawned a number of online shopping sites. Through innovative business models, bold, business development, online shopping sites access to a tremendous growth. As the leader of the online shopping site, Taobao is the famous.
KEY WORDS: Taobao, the Operating Model, Preliminary Analys

TABLE OF CONTENTS
ABSTRACT IN CHINESE.................................I
ABSTRACT IN ENGLISH................................ II

Chapter 1
Introduction to Taobao
1.1 Enterprise Development History.................1
1.2 Enterprise Culture..............................2
1.3 Commodities and Special Service.................2

Chapter 2
Analysis on Business Model of Taobao
2.1 Transaction Process.............................3
2.2 Experience Marketing ...........................3
2.3 The Differentiation strategy of marketing.......4
2.4 Payment Link ...................................4
2.5 Credit Evaluation System........................5
2.6 Others..........................................5

Chapter 3
Analysis on Profit Model of Taobao
3.1 Through Alipay................................ 6
3.2 Development of B2C Business..................... 6
3.3 Online Advertising.............................. 7
3.4 Other Methods................................... 8
Chapter 4
Analysis on Technological Model of Taobao
4.1 IM Tools (InstantMessage Tools) .................8
4.2 Credit Rating System of Taobao.................. 8
4.3 Alipay...........................................9

Chapter 5
Advantages and Disadvantages
5.1 Advantages of Taobao.............................10
5.2 Disadvantages of Taobao........................12

Chapter 6
Conclusion...........................................13

ReferenceS...........................................14

Taobao was set up by Alibaba which is the commodities trading site investing one hundred million in May, 2003. Taobao provides a platform for Chinese people preferring to shop online, based on rich market experience and great capabilities of B2B (business to business) [1] (杨丽霞，2009). Taobao became the greatest e-commerce trading platform in our country and the largest e-commerce shopping centre in Asia, and it has influenced the entire industry, so far as to the entire Internet. It can be displayed in the rank of Alexa in 2004. From the 2007 C2C (Consumer to Consumer) Market Data in China, it showed that Taobao occupies 83.6 percent.

References
[1] Yang Lixia, Liu Xun. Analysis on the Successful Strategies of Taobao’s E-Commerce. Amsterdam: Rodopi. Nanchang, P. R. China, May 22-24, 2009, pp.202-205
[2] Jiao Gao, Zhaoyang Sun, Xiaofei Zhang, Jinxing Liu. Research on Latecomer Strategy of Internet Business Model Innovation. International Conference on Information Engineering and Applications. 2011, pp.7-14
[3] Xiaobo WU, Wei Zhang. Business Model Innovations in China: From a https://www.51lunwen.org/shangwuyingyujiaoxue/2012/0605/1608054692.html

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