Research On Marketing Tactics Of BOE Brand TV Under The O2O Operation

O2O,the abbreviation of Online to Offline, is a prevalent business practice in which sellers set up virtual shops in the web and publish their offline stores and merchandise information onto the Internet mean while consumers search and browse sellers ‘online shops to select their desired goods and services.With the steady development of the television industry, TV manufacturers ‘sales models have also undergone various changes. The main objective of this thesis is to study and analyze BOE Technology Group CO,Ltd(BOE) TV brand marketing strategy under the background of O2 O practice. First of all, a comprehensive overview of the evolution of Chinese TV sales models, current situation and challenges that brand TV manufacturers that brand TV manufacturers like BOE encountered is introduced.Secondly,solutions for BOE to surmount those difficulties,to upgrade its sales model and make progresses in order to be fit into the Internet era is provided.In this thesis, literature survey and questionnaire have been thoroughly conducted. Along with some empirical studies, it aims to study BOE's marketing strategy under the background of O2 O practice and to draw sound principles/guidelines to assist the sales strategy making in real world. The novelties of the thesis are: to study the sales strategy for TV industry in the era of Internet instead of the traditional settings; the adoption of 4P theory to identify the shortcomings of BOE resided in its current sales strategy and to offer better resolution.Thus,the study should have great practical significance for companies in TV industry and to certain extent, for governmental policy making as well.