Research On Risk Management Of Sales Promotion Projects In Large-scale E-Commerce Platform

With the rapid development of Internet technology and the rise of e-commerce industry,online shopping has become a common consumption pattern,and promotion is an important way for e-commerce platforms to obtain traffic.Based on VIPshop’s project management practice,this paper makes an exploratory study of three problems in the risk factors of largescale e-commerce platform projects through qualitative and quantitative methods: 1.What risk factors will e-commerce promotion projects face? 2.What are the key risks of e-commerce promotion projects? 3.What is the structural relationship of key risk factors?First of all,under the guidance of the research methodology of grounded theory,the author collected data through project examples and interviews with experts in various fields of the Great Promotion project,analyzed and constructed the theory with grounded theory method,identified 40 risk factors,and constructed a risk factor model with management risk,technology risk and resource risk as dimensions,among which the management dimension includes schedule planning,process management,communication and coordination.The technical dimension includes technology choice,system reliability,knowledge and skills,while the resource dimension includes human resources,cost,warehousing and logistics,procurement and external risksSecondly,the analytic hierarchy process is used to calculate the weight of each risk factor,and then the fuzzy comprehensive evaluation method is used to evaluate each risk factor.Key risk factors were identified,which were not reserved cache time in the plan,missing important tasks in WBS,unreasonable task execution time,inadequate scheme verification,inaccurate access traffic evaluation,code bugs,unreasonable system architecture,insufficient professional competence of project managers,weak risk awareness of technical personnel,and error of manual operation change.Finally,the explanatory structural model method is used to analyze the structural relationship between the key risk factors and construct the explanatory structural model of the risk factors of e-commerce promotion projects.The lack of professional ability of the project manager and the weak risk awareness of the technical staff at the bottom of the model are the root risk factors,and the corresponding risk countermeasures are proposed for each key risk factor.It also explains the risk protection system from the whole Angle of promoting security.In short,through the grounded theory,analytic hierarchy process,fuzzy comprehensive evaluation method and the comprehensive application of structural model method,this paper effectively identifies,evaluates and manages the risks of e-commerce promotion project,provides practical risk management ideas for e-commerce promotion project managers,and helps to improve the effectiveness of risk management and reduce the losses and impacts brought by risks.