| Along with the booming development of Internet and the accelerating rise of mobile internet,localized e-commerce is of increasing popularity among the public that witness closer and closer links between information and goods as well as between online and offline networks.Recently,Amazon,eBay,Google and other Internet brands have started out to set up their own physical stores with the purpose to get into direct contact with their consumers.Those physical stores,compared with the traditional e-commerce of B2C,provide themselves with great advantages in terms of the access to excellent customer experience.To compete with e-commerce,traditional retailers need to hold on tight to this advantage,create a mouse-store model.O2O,by virtue of mobile Internet,is now becoming a buzzword.Online and offline networks have their own advantages and are to be integrated for the sake of mutual promotion.It is also true for Parkson in such a new environment.The paper,with Parkson as the focus,uses SWOT analysis and compares the advantages and disadvantages of its current business model.According to sunning,Gomes and other retail enterprises’ O2O transformation strategy of the new business model,the paper analyzes and summarizes the present situation as well as future orientation of Parkson’s O2O model covering three layers,namely core strategy layer,promotional layer(enterprise culture,entrepreneurial spirit,insights and innovation)and operational layer(products,marketing scales,marketing strategies and organizational management),and herein formulates the basic framework of Parkson’s O2O model.At the same time,following the exploration of the traditional business model framework of parkson,the paper compares the O2O model and retail business,proposes innovative O2O model suitable for its own development,on this basis,the paper analyses the improvement of marketing strategy,the author prospects parkson will become a representative symbol of the Internet development tide. |
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