Research Of O2O Marketing Strategy For Electronic Dictionary Of C Company

C company Electronic Dictionary entered China in April,2005. In the past 11 years, it has accumulated good collaboration and resources with China Educational institutions.In traditional e-learning products industry, market size is shrinking each year. Due to fierce competition from smart phone, IPAD and online APP, major competitors of local brands either quit or don't develop new products. In 2015, the number of Chinese studying abroad reached more than half a million. C company has seized the Chinese international education boom. Both market share and brand awareness ranked first in the middle and high-end market in China.On one hand mobile Internet technology and E-commerce has brought great change to consumers purchasing behavior and channel. In recent years, China B2C online retail market continues to maintain rapid growth. On the other hand, offline physical stores encountered a significant reduction. Confront with the Social, Local and Mobile Marketing trend, for most traditional enterprise, Online to Offline marketing strategy are inevitable.Based on my 10 years of working experience in C company e-dictionary department, according to STP marketing theory and SWOT analysis, I have tried to combine Online and Offline marketing strengths and weaknesses. How to integrate resources and channels through O2O marketing strategy for the development of C company e-dictionary? In addition, this thesis will provide a reference for consumer electronics, digital products to channel reform and to make a decision.The full text is divided into seven chapters altogether.Chapter ?, a brief introduction, according to research background, review the purpose, methods and main content of research papers.Chapter ?, introduces the meaning, the characteristics of the current application status and development trend of O2O. In order to pave the way for O2O marketing strategy of C company e-dictionary.Chapter ?, introduction of sales volume and market share in e-learning products industry, defining product category, analyzing current market conditions and major competitive brands.In addition, alternative challenge from smart phones, IPAD, online APP etc. Chapter ?, according to brief introduction of C company current situation, sort out the existing problems about its product, pricing, channels and promotion.Chapter V and VI is the focus of this article, based on its SWOT analysis, defines marketing segmentation and position for C company electronic dictionary. This thesis will propose 020 marketing strategy and implementation plan systematically about how solid offline traders learn to do promotion and user experience, integrate educational resources category. While online business platform design for well differentiated marketing, product price system and make use of language APP to do precision marketing, combine with new social media to do word of mouth publicity. Meanwhile, in order to implement O2O marketing strategy effectively, we should take appropriate organizational guarantee.Chapter VII, the conclusion, deficiencies and Prospect.