The Research Of The Network Marketing Management For Candy Taobao Store Based On Project Management

With the development of people's life and the openning of the national two-child policy,the maternal and infant industry,being a sunrise industry,is development potential and of the largest and most profitable industry.With the rapid and stable development of the domestic economic situation,the continuous progress of Internet application technology,and the improvement of electronic commerce laws and regulations,the electronic commerce in China is rapidly developting.Many maternal and infant enterprises began to enter the field of electronic commerce in order to obtain greater profits.Faced the great opportunities and fierce competition in the maternal and infant market,candy Taobao store carry out research on network marketing management,making a marketing strategy for the small size of the C2C Taobao store,in order to enhance consumer confidence and familiarity.In this paper,first of all,project management and the network marketing strategy at home and abroad are carried out a comprehensive narrative.And then through the analysis of the definition,characteristics and advantages of network marketing and the current situation of maternal and infant market in our country,it forecasts that China's maternal and child market prospects,as well as maternal and infant class C2C shop in the future development of better prospects.The article firstly introduces the basic situation of the candy Taobao store and the status of the network marketing strategy.Then through the application of PEST analysis method,analyzing the external environment of candy Taobao store.Using SWOT analysis model to define the advantages,disadvantages,opportunities and threats of a company in the world to understand candy Taobao store marketing status.Finally,the article based on the analysising of the internal and external environment makes the marketing management of the candy Taobao store,from four aspects: product,price,channel,promotion and so on.And making a detailed interactive marketing program from three aspects:Taobao,micro-blog,WeChat.The significance of this study lies in the combination of theory and practice.Based on project management,through the analysis of the specific circumstances of the candy Taobao store to develop the corresponding network marketing management,it is the application of project management and marketing theory to the mother and infant C2C shop as a case attempt.It provides related ideas for future research,and a reference value for other small scale development of C2C shop.