Project Mamagement Research Of O2O Intergration West Fujian Specialities Marketing

Based on the integrated marketing communication and the development trend of e-commerce marketing,this paper puts forward the concept of O2 O integrated marketing.In order to solve the problem of marketing of native enterprises in the west of Fujian Province,O2 O integrated marketing strategy was proposed by analyzing consumer behavior and media preferences,native product competition.The integrated marketing strategy includes four parts,product presentation,payment transactions,real experience,physical stores,each of which was followed by the mutual integration principle of 4P/4C/4R/4V.Then this paper thought O2 O integrated marketing of native products can be managed by project.According to project management theory and the principle of integrated marketing communication,the project management in O2 O integrated marketing of Western Fujian native products was divided into five parts,organization design,project establishment,project planning,implementation and control,project evaluation.These five parts were used in a case of native business.Firstly,through the analysis of project organizational structure characteristics,O2 O integrated marketing project of Western Fujian native enterprises should establish strong matrix management team.Secondly,by the analysis of positioning and marketing resources of Western Fujian native products,there were several choices of O2 O mold in O2 O integrated marketing project.Thirdly,using WBS method O2 O integrated marketing project of Western Fujian native products was consisted of nine tasks and draw out a responsibility assignment matrix of the project.Some methods of resource management in the project were pointed out.At the beginning of O2 O integrated marketing project planning,Western Fujian native enterprises should take account of five types of risk,perceived risk,negative events in the network,unknown factors of cross channel,policy uncertainty,lack of professionals of O2 O.A planning of O2 O integrated marketing of Western Fujian native products was obtained.Then Gantt chart and Earned Value Analysis were carried out on the project schedule management and control.Finally ten evaluation indexes and corresponding methods of O2 O integrated marketing project were established,and the effect of project implementation was evaluated.