Research On O2O Marketing Model Of Sports Industry

With the rapid development of Internet and mobile Internet,020 began by enterprises and academia.As China’s sports industry heavy power sports goods enterprises,experienced in twenty-first Century the first ten years of high speed development,into the sales and inventory backlog serious frozen period in 2011.The electronic commerce can not replace the offline store,completely solve China’s sports goods enterprises inventory crisis,facing severe market situation and strong foreign competitors,the application of 020 model to innovate the existing business model of sports industry enterprises,become a way through the dangerous transformation of sports goods enterprises in china.This paper selects ANPI as the research object.A literature review on the domestic and foreign related research on the development of the sports industry,using case study method,competitive analysis and other research methods to send status,ANPI enterprise development is facing the problems and challenges are analyzed.The school sports management problems ANPI and years of accumulated resources,combined with the trend and characteristics of the development of the Internet by SWOT analysis,and taking into account the risks of traditional enterprises in the Internet in the forward direction and goal of enterprise business transformation:by means of 020(Online to Offline)mode,online and the line consumer behavior together,through the creation of new shopping environment,then let consumers get more quality consumer experience,create new opportunities for the development of high school sports management.The main research contents of this paper are as follows:First of all,this paper introduces the background,direction,significance and the research route of this paper.At the same time,introduces the basic theories of research,analysis methods including new reality,marketing,the purpose and significance of the development of the marketing concept and marketing environment,reviews the relevant research literature of 020 sports industry;second,school status,development of sports 020 on domestic sports industry and raised the existing problems were analyzed,and the using SWOT method to analyze ANPI network marketing;then,on the basis of previous analysis,puts forward some concrete countermeasures and suggestions on the amber company 020 transformation;finally,draw the conclusion of the thesis,and the thesis did not mention the problem,further research direction is pointed out.In this paper,combined with the transformation of ANPI 020 mode,puts forward some suggestions and Countermeasures on the implementation of the 020 transformation indicates the direction and path for ANPI,and provides a theoretical basis for the breakthrough of the traditional marketing model limitations,but also for other sports industry enterprise 020 transformation provides theoretical guidance and reference.