| With the internet booming and our political and economic environment development, not only the youngest or Trends Esquire like to buy from internet, but also the white-collar and the other internet user more and more expect to purchase from online. For them, this is a new live style. With years of development in online business, Taobao became to the representative of online C2C. But many people still expect to trust the brand not the single seller. Thas, many offline retailers tend to develop their online business. But up to now, online business still very new for the offline retailers and they found their still barriers for them on the e-retailer development.How to be success in such environment and how to make the business differentiate to gain more customers? This we would like to share the story of yihaodian—a Darkhorse of e-retailer which is a project in the second section of the development from 2009.08-2010.08 to help this e-retailer to reach the target of enlarge the ACRU(Active certified registered user) from 400k to 3m and enhance the range in Alexa from 10k to 4k. With the effort of the cross-function team from HR, Admin, marketing, logistic and also the customer services, the target was reached. This paper analysis the effort and methods team used especially the new method on internet marketing as SEM/SEO,EDM,membership,cross-promotion and social media marketing to see how these help team to reach the target. Hoping the analysis could be helpful for reader especially the comer and those offline retailers who expect to start their online business. The analysis based on related Project management theory including:Project procurement management, Project human resource management and Project communication management, combine the theory on e-commerce marketing, online marketing to discuss how Yihaodian could be survival in such scenario and hoping could be any idea for the coming player to develop their e-business better. |
PDF Full Text Request