Case Study On Marketing Of Tiangou Application Of Dashang Group

The progress of science and technology changes rapidly, and one of the fastest changing technology is the Internet technology, it has changed our way of life, and also our way of shopping. Consumers have changes greatly after the emergence of electronic commerce, the shopping process becomes personalized and whenever and wherever possible. The advent and evolution of different electronic commerce models like B2B,B2C,O2O even exacerbating this change. Facing the impact brought by the rapid development of the Internet and coupled with its own constitution and limitation of operation mode, as one of the important part of retail industry, the traditional department stores already no longer in a prosperous situation, how to keep up with the progress of science and technology and the change of consumer’s shopping habits,has become one of the urgent problems that department store industry need to be solved. In this case, some people even predicted that the traditional retail industry will eventually disappear. Traditional retailer did not sit still, many enterprises began to explore their way to develop electronic commerce, some enterprises developed online shopping website to build B2C mode, some developed exclusive mobile application to build 020 mode and so on. However, because they started late, and the gap between the retail industry and the Internet industry, the transformation of the retailer in our country is still in the early stage of development.The Dashang Group, as the leader of retail industry in China, must face the war too. In the exploration, Dashang Group chose to combine their online and offline business and build the Tiangou network platform, to develop China’s most authentic 020 mode of electronic commerce business affairs.Based on Tiangou as the research object, this paper adopts the method of case study research, discussed the problems emerged in the development of electronic commerce platform and the way to solve the problem. Through the analysis of the commodity, price, the combination of online and offline mode and the marketing issues, the improvement solution of these problems are put forward. Hope the conclusion can be used not only in Tiangou network of Dashang Group, also can provide a certain reference value for the transformation of other traditional retailer to the electronic commerce.