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The Frontiers of Society, Science and Technology, 2020, 2(14); doi: 10.25236/FSST.2020.021406.

Strategic Analysis of E-Bay’s Marketing Action Plan


Yonghan Zhou

Corresponding Author:
Yonghan Zhou

Mater Dei High School, Los Angeles, 90001, America


E-bay carries significant importance in the e-commerce of US market. We conduct a thorough market analysis of E-bay and analyze various market segments it targets, auction patterns on a yearly basis, growth strategies, pricing policy, business model, product mix as well as its future plans. We believe E-bay’s auction strategies became popular leading to increase in online traffic volumes but they became overly invested in the auction. We find several challenges E-Bay faces such as variation in its product and pricing mix against its competitor Amazon. Therefore, we recommend that E-bay needs to pay more heed to diversification of its services, invest in digital advertising and research and development.


Auctions, E-commerce, Product Mix, Pricing

Cite This Paper

Yonghan Zhou. Strategic Analysis of E-Bay’s Marketing Action Plan. The Frontiers of Society, Science and Technology (2020) Vol. 2 Issue 14: 37-40. https://doi.org/10.25236/FSST.2020.021406.


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