How to attract customers and develop online shop’s marketing? : Case: Baby Care

The main purpose of this study was to find out suitable marketing strategy for our online shop which is named Baby Care selling baby products mainly. As ‘E-Commerce’ calls growing rapidly in China, online shops pattern is slowly recognized and accepted by consumers. Baby products’ marketing also becomes more and more popular and competitive. Today our online shop with traditional retailers is not only to partake in network counterparts, but also, it occupies a place to implement. Thus we need to find out the more efficient and impeccable marketing strategies so that we can survive and develop in the intense competition. The theoretical framework briefly introduces the online stores: their background, concepts and types.It discusses current online stores concerning their management in detail. We will also deal with online marketing communication which includes some detailed information such as the comparison between the traditional marketing and online marketing, the strengths and issues of online shopping, and online consumer behavior as well. The case study connects theoretical knowledge with analyzing what is online shops’ position in business orientation and discusses different marketing strategies for current online stores based on 4P’s. For the empirical part, a questionnaire survey and a personal interview were used as the marketing research tools to find out online customers’ characteristics and their interests on baby products. According to the research, some findings and results were provided. We can have more knowledge concerning online stores’ marketing strategies in order to reduce the risks, and to analyze how to attract and satisfy more customers in developing and extending our online shop’s marketing and business. For online shops, it is really necessary to have a special care on establishing good relationships with their customers