Ebay

Swot of E-bay

Strength: 1. Brand image. eBay is the leading global brand for online auctions. The company is a giant marketplace used by more than 100 million people to buy and sell all kinds of things to each other, thus eBay has earned big name worldwide which has been bringing in great impact on the global online marketing.

2.Diversifying. The company has provided the customers with a wide choices which can meet their individual needs thoughtfully. The products have been diversified full-scale as to be accessible to consumers from all walks of life.Beside, eBay does entice first-class brands which help strengthen its brand image among the consumers.

3.Accomplished international logistics. eBay is constructing overseas channels for Chinese entrepreneurs, comparing to TaoBao as well as other China online companies, eBay can provide the business with comprehensive logistics system approaching to alien markets.

Weaknesses:1. In 2002, the alliance with Eachnet renaming the eBay in China as eBay eachnet, which has grown rapidly to the largest online trading market domestically. However,at the end of 2006, eBay was no match for TaoBao anymore, relinquishing its developing strategy. This failure experience could have a negative impact on its image among the consumers and other advertising commercials.

2.The products on eBay has not been totally localized for Chinese markets. Although they are offering first-class brands commodities, they have not fully understood the Chinese market and the consumers’ need, neglecting the cultural differentiation can be a problem.

Opportunities:1.With the increasing demand for electronic trading mode, there are more chances for eBay to develop its online trading in China. Besides, the gradually advanced network system has been offering convenience for online trading market.

2.Recently, the Chinese economy has been developing dramatically,the mid-class longing for...