Product Marketing Strategy Research Based On Consumer Purchase Decision Model In O2O Model

"Internet + " is an innovative form of Internet development. It's the evolution of the Internet form in the knowledge society which is drove by innovation. With the emergence of the knowledge society, the reform of the society is drove by the ubiquitous network, as well as ubiquitous data and knowledge. "Internet + " represents a new economic form which means to make full use of internet optimizing and integrating production factors, so that the innovation of the Internet could be applied to all areas of the society. O2 O mode is a typical development model of "Internet +". O2O(Online to Offline) is to bring consumers from Internet to offline stores, by which it means to purchase online and enjoy product or service offline. In recent years, with the popularity of intelligent terminals and expansion of local life market, O2 O extended into local business, life services, LBS, including food, clothing, department stores, convenience stores, taxi, movies, travel and other industries to accelerate the transformation of new business model to provide consumers more convenient life.Consumer behavior and business marketing strategy will certainly change in the O2 O mode. But the product is still the core of consumption. Therefore, the purpose of this thesis is to research how enterprises change the product marketing strategy for a better consumer shopping experience in O2 O mode. So it could improve the conversion rate from online to offline and brand viscosity of consumers. Based on the domestic and foreign scholars' consumer purchase decision models, the overall network product and technology acceptance models, this thesis built a consumer purchase decision model from main product, information product and product platform of the overall network product according to the characteristics of consumer behaviors in O2 O. It made assumptions and developed the appropriate questionnaire by referencing other scholars' the measurement scale of main product, information product, product platform, perceptibility and purchase willingness. It applied SPSS19.0 to analyze the questionnaire data, including descriptive analysis of demographic characteristics of the sample, reliability and validity analysis, correlation and regression analysis to validate assumptions. Then it discussed the verified results and proposed product marketing strategy of the overall network products.The innovation of this thesis was to build a three-level model of the overall network products and consumer purchase decision model based on the overall network product model according to features of products in O2 O mode. Based on those modes, it proposed product marketing strategies of overall network products.