Online Retailing's Relationship, Marketing, And Customer Loyalty in China: Alibaba

ONLINE RETAILING'S RELATIONSHIP, MARKETING, AND CUSTOMER LOYALTY IN CHINA: ALIBABA
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Table of Contents
 TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc507154658" Introduction  PAGEREF _Toc507154658 \h
2
 HYPERLINK \l "_Toc507154659" Online Retailing Relationship Marketing Strategies  PAGEREF _Toc507154659 \h
4
 HYPERLINK \l "_Toc507154660" Utility of Online Platforms in The Chinese Market  PAGEREF _Toc507154660 \h
4
 HYPERLINK \l "_Toc507154661" Consumer-oriented operations  PAGEREF _Toc507154661 \h
6
 HYPERLINK \l "_Toc507154662" Internal Flow Management  PAGEREF _Toc507154662 \h
9
 HYPERLINK \l "_Toc507154663" Diversification of the Online Customer Relation Platforms  PAGEREF _Toc507154663 \h
13
 HYPERLINK \l "_Toc507154664" Adaptation to The Four-Stage Loyalty Model  PAGEREF _Toc507154664 \h
16 HYPERLINof\l "_Toc507154665" Conclusion  PAGEREF _Toc507154665 \h
17
 HYPERLINK \l "_Toc507154666" Reference List  PAGEREF _Toc507154666 \h
20

Online Retailing's Relationship, Marketing, And Customer Loyalty in China: Alibaba
Introduction
China has experienced an exponential growth in e-commerce since 2003, with an average of 120% growth annually. The growth has catapulted China to the second position in e-commerce as of 2017 globally (PWC, 2017). The success in establishing the intensive online market is credited to hyperactive developments of the vanguard online platform, Alibaba, who are the leading competitors of the globally acknowledged Amazon. The firm has actualized their vision “New Retail” spearheading change in the manner how e-tail is conducted in China. The Chinese retail on e-commerce platform accounts for 64% of the total retail in China while Alibaba controls 80% of the market (PWC, 2017). The success has been achieved through a close execution of the 4Rs in relationship marketing and diversification of their services and the business model to offer innovative services in new industries as well as collaborating with international firms.
Alibaba has integrated the use of social media to attract new consumers, develop relations with consumers, retain the existing consumers, and maintain the relationships for the long-term. Their online retail marketing and loyalty programs are customized to suit the consumers’ preferences. Both online retail marketing and customer loyalty programs are heavily reliant on mobile applications, which are a subsidiary of the mother firm, to promote the brand's reputation and earn the consumer’s allegiance. These strategies have been successful since 70% of the total sales made on all e-commerce platforms begin their inquiry at Taobao, which is the organization's search engine for products on e-tail in the country (Jin, Cheng, and Lihua, 2016).
Alibaba has been successful in establishing an indomitable market control and consumer loyalty by consistently changing to adapt to the changing landscape in e-commerce. The focus of diversification has always been to improve customer satisfaction, eventually promoting the customer loyalty to the brand (Jin, et al. 2016). The leading...