eBay in China


Code : COM0090

Year :

Industry : Internet and e-commerce

Region : China

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: After eBay entered China in 2002, it had to customise its operations and services to suit the Chinese market conditions. It invested heavily in advertising, brand building and expanding the on-line auction market.

Despite such initiatives, eBay is facing tough competition from a Chinese local e-commerce site, taobao.com, which started its operations in 2003, and within a span of two years has overtaken eBay in terms of transaction volume.

Pedagogical Objectives:

  • To highlight the on-line auction market in China
  • To discuss the growth strategies and competitive scenario of eBay in China.

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    Keywords : Internet auctions market; Chinese business environment; China's e-readiness; Business to consumer market; Escrow payment system; EachNet; China's e-commerce market; Settlement risk in on-line auctions; Marketing strategies of eBay; On-line trading services of eBay; Growth Strategies Case Study; Alibaba; PayPal; Global Sources Direct; Competitive strategies of eBay

    Contents :
    » China's e-readiness
    » eBay in China: The Growth Strategies
    » A Competitive Future

    Case Introduction >>

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