Research On The Marketing Strategy Of Physical Stores Under The Background Of Network Consumption

With the rapid development of Internet technology and mobile Internet technology, the network consumption expands rapidly in today’s society. And with the quickening pace of social life, people have more enthusiasm for the network consumption. Of course, because of the various advantages of online shopping, network consumption booms in the context of the times. Online store has integrated advantage, scale advantage, cost advantage, no geographical restrictions advantage. From the perspective of Kotler’s marketing theory, online shopping highlights the advantages because it can increase customer total value, reducing the consumer’s total cost. Therefore, consumers tend to network consumption. In contrast is the store from the online store under the impact of present malaise, performance for the trading volume and trading volume decreased, comprehensive cost increasing, the store continues to collapse. The development situation of traditional shops and stores can be compared to the current point of view, the entity store has encountered the challenges encountered hitherto unknown. In the face of such a situation, the network consumption under the background of rapid warming of the store should change their marketing concept and make conducive to the development of their own marketing strategy in order to improve the customer total value, reduce the total cost of customers in order to survive in the fierce competition under the background, this paper will explore the contents of.This paper is mainly divided into six chapters. The first chapter mainly introduces the research on dynamic research and research of dynamic network consumption at home and abroad, the theory of customer value of domestic and international network marketing theory, is the literature review part of the paper; the second chapter mainly introduces the theoretical basis of this paper, is the analysis of the problems and Countermeasures of the proposed theoretical basis. It includes the connotation and characteristics of network consumption, the concept and characteristics of the store, the third part is about the customer delivered value theory of theory; the third chapter is the comparison analysis of the development trend of China’s current physical stores and online stores, analysis from the following five aspects: the number of customers, sales, business scope, service the attitude and quality, and ensure product quality. From the five aspects that the development trend of online shopping is relatively strong, constitute a powerful impact on the store shopping. As the entity stores must be aware of these shocks, and formulate the corresponding strategy; the fourth chapter is the investigation and analysis, the main factors influencing the current understanding of consumers shopping online and physical store content, reason, provide actual data support for the countermeasures. Based on the data analysis of the reasons of customer network consumption trend at present is the customer delivered value of customer delivered value is higher than the network consumption in store shopping in what they can get, that is the store reasons of current malaise; the fifth chapter is based on the theoretical foundation of the article, combining with the research question of this article, the use of survey data report that in the fourth chapter, according to the total value of store customer is not high, the total customer cost higher problems put forward the corresponding strategies. The sixth chapter is the last part of the paper mainly introduces the conclusion and prospect for the future development of the store.