Promoting of Internet Enterprise : Case of Alibaba Group,China

Abstract

Background Promoting is always the tips that get the attention of the consumers and retain them to be in the long-term run. Cronin-Gilmore (2012) has mentioned that promotion with a suitable marketing strategy is an education of the organization, and it is always crucial for running a business. The current study aims to explore the promoting of internet enterprises which Alibaba Group, China as a case reference. Methods 20 participants have been recruited for the current study in which all are involved in online shopping and not diagnosed with any mental disorder. Purposive sampling has been applied. The current study would be applied to the mixed method design which uses both quantitative method and qualitative method for data collection and data analysis. Interview and Questionnaires were used for data collection while SLR and Coding processes were used for data analysis. Results There are four findings in the current study. The promoting of Alibaba Group Holding Limited is based on its personalized promoting; The business model of Alibaba Group Holding is unique; There is no effect of promoting internet enterprise on the turnover; There is a positive impact of Alibaba Group Holding Limited on the turnover. Future studies should be larger than the sample size.