Research On The Strategy Of Marketing Integrating Online And Offline In Nanjing Xinjiekou Department Store Company

In recent years, the electronic commerce in our country has presented an explosive growth. According to results of an investigation report, in2013the domestic retail market in the trade on the net, was up to1.8trillion Yuan, increasing42.8%compared with the same period of last year. On the Double11, taobao platform created a trade result of35billion Yuan. On the one hand, by the impact of electronic commerce, the traditional retail (especially the sales of various books,3c and standardized products such as home appliances, maternal and child) of the enterprise has being losing the market share. On the other hand, artificial, venue rental and logistics cost high, which causes that many retail enterprises have to close some shops and adjust the industrial structure.Domestic economy has been transformed from shortage to surplus, to build a contact with the stability of the terminal consumption has become increasingly important, value retailers channels advantage to reveal. Relative to the traditional business model of paper media and face-to-face trading, time limit, the electronic commerce promoted the efficiency of both parties, expand the trade channel, and reduce the cost of the channel has already become a kind of emerging commercial form, is also a useful complement to offline business. On the other hand, Internet, mobile Internet, Internet and other modern science and technology are rapid penetration to the retail industry, accelerate the process of the traditional retail enterprise electronic commerce.In this paper, based on this background, traditional retail development problems of e-commerce in China, conducting research, has a certain theoretical and practical significance. To explore traditional retail development of electronic commerce strategy, help to set up its own core competitive ability of the numerous Chinese traditional retail e-commerce activities, promote the transformation and development of the enterprise. From the perspective of the theory of e-commerce, this paper first discusses the main mode of retail development electronic commerce, with several typical retail e-commerce sites in China, for example, on the basis of case analysis points out the current problems existing in the development of e-commerce, on the basis of market development present situation, new hundred companies was analyzed by using the SWOT analysis model macro environment, micro environment for the development of electronic commerce mode, is now the company further analyzes the several key factors of the development of e-commerce and discuss. Finally combining the previous analysis, the traditional retail development of electronic commerce strategy are proposed.The main content of the full text includes five parts:The first part, retail development related theory of e-commerce. On e-commerce concept is introduced in the analysis of the definition and connotation of e-commerce, will be divided into retail development electronic commerce the main mode of B2C, O2O, SoLoMo type, and the main channel and the significance of conducting e-commerce are analyzed, and case study to lay a theoretical foundation for later.The second part, the present situation analysis of electronic business in the Nanjing Xinjiekou company. From the point of domestic electronic commerce development present situation, the Nanjing Xinjiekou company should use e-commerce development potential. However, as a new company, the traditional retail enterprise in Nanjing based on Internet business strategy development, is facing the water and soil defy difficulties, such as the electronic commerce development journey.The third part, the Nanjing Xinjiekou company development feasibility study and analysis of e-commerce. In this paper, using the SWOT analysis method (that is, based on the internal and external competition environment and competition under the condition of situational analysis), Nanjing new best company development electronic commerce is closely related to the various main internal strengths, weaknesses and external opportunities and threats of list, with the analysis of system an analysis of various factors to match with each other and draw a series of corresponding conclusions, provide the basis for business decisions.The fourth part, the Nanjing Xinjiekou company online fusion development countermeasures. Contact on the basis of feasibility analysis, business management, marketing management, information management theory, puts forward the new hundred companies include e-commerce development model and information technology strategy, precise leading marketing strategy, service strategy, promotion and price strategy, logistics management and the control strategy and so on six aspects.The fifth part, the traditional retail industry integrates online and offline development countermeasures and prospect. This article from the traditional retail e-commerce development trend analysis, integration online is the direction of the future is put forward, and its development trend is prospected.