Jinan Hualian Group's Online And Offline Marketing Collaborative Development Strategy Research

Nowadays, with the rapid development of science and technology, the impact of online retailers on the traditional retail industry has become increasingly prominent, transaction volume of online retailers has accounted for half of the retail industry. However, due to the rapid economic growth and the change of consumers'consumption concept, it is not achievable for pure online enterprises to completely supplant traditional retail industry. Hence, for all traditional retail enterprises, it is an inevitable trend to conduct/choose Online and offline marketing collaborative development.In this paper, first of all, we have done the research on the current situation of the traditional retail enterprises expanding online business, have done the situation analysis on the aspects of the development situation of traditional retail industry, the opportunities, meanwhile, the challenges of developing online business. Then with Jinan Hualian Supermarket as an example, by the way of SWOT, development environment of off-and-on line co-marketing has been analyzed to find out advantages and disadvantages as well as chances and threats, and then summary of the challenges related to off-and on line co-marketing is provided. Off-and-on line consumption experience of current existing customers are realized by the way of questionnaire, based on the above, developmental strategies of off-and-on line co-marketing for Jinan Hualian Supermarket, mainly including STP marketing strategy, production assortment strategy, multi-orientation pricing strategy, convenient channel strategy, integrative service strategy, co-marketing strategy, are provided. The following six measures are put forward to ensure a effective execution of the strategies, setting up the concept of co-marketing in the whole personnel to let the importance of off-and-on line co-marketing clear to all leaders and staff, building an organization and professional team in compliance of co-marketing, completing information and improving on-line service quality, establishing a modern multi-channel logistics system, promoting off-and-on line co-marketing development by means of traditional customers.With the marketing strategy as key points, this paper is to provide theoretical reference for off-and-on line co-marketing of traditional retail enterprises. It is of great significance to some extent to provide implementation measures for traditional retail enterprises to expand on-line business.