Research On Marketing Mix Strategy Of The HT Tire Store Based On The Internet Environment

Brick-and-mortar retail stores are closely linked with everyone’s daily life,it influences people’s consumption demand by researching the present situation and development trend.However,the rapid development of online retail industry greatly affects the brick-and-mortar retail stores in recent years.The global economy slows and falling consumer demand also makes the entity retail industry face multiple pressures.Online retail increases rapidly,while entity retail performance reduces.The Internet economy improves the commercial efficiency,but gets the brick-and-mortar retail stores in trouble.However,brick-and-mortar retail stores seek for chances in the background of Internet economy.This is not only just the key issue of the article,but also the problem to be solved for HT tire store.Firstly,the article learns from the field of domestic and foreign theoretical research results.The theoretical support of the article are STP theory and 4P marketing mix strategy.STP theory is the core of strategic marketing,which includes segmentation,targeting and positioning.4P marketing mix strategy includes product,price,place and promotion,which is the guidance of marketing practice and the foundation to establish the marketing strategy for HT tire store.Secondly,the article describes the case background;China’s Internet industry is vibrant with the global depression.The Internet economy develops rapidly and becomes a new driving force of China’s economy development.China’ e-commerce deals increases by about RMB 2 trillion every year since 2010,and it becomes a strong motivation of the national economic growth.But it impacts the entity retail industry greatly and makes brick-and-mortar retail stores are confronted with the wave of closures.So China puts forward “Internet plus” plan to impel the integration of Internet and traditional industries.And the situation of China’s car tire industry,especially the online retail of car tire is described at last part.Thirdly,based on the case background,the article analyzes the HT tire store,including the marketing current situation and problems of HT tire store.And it puts forward the strategy to solve the problem,which is 4P marketing mix strategy for HT tire store by choosing the target of middle and high class cars’ owners and the O2O service differentiation.Then the article introduces the implementation situation,including the method,effect and safeguard of implementation.At last,the article draws a conclusion that is enterprises should pay attention to experience advantage,online distribution sales,O2O and self-media during the upgrading and evolution of Internet.Then it proposes the management recommendations for HT entity tire store,China’s car tire industry and brick-and-mortar retail stores.And the last part of the article.