R Clothing Company Marketing Strategy Research In O2O Mode

Clothing consumption is ranked in the second only to food consumption in all kinds of consumption.The vigorous development of electronic commerce huge impacts the traditional sales mode in garment industry.A lot of clothing stores turnover,and some clothing manufacturers have closed down.But with the popularization and development of e-commerce,online sales model only also will appear many disadvantages under the environment of the global economic downturn.The combination of online and offline mode(O2O)is gradually into the lives of consumers.This article researches products of R Clothing Company marketing strategy in O2 O mode.Paper is divided into five chapters.The first chapter is introduction,including background,significance,ideas and methods of study.The second chapter is literature review.The domestic and foreign literatures are reviewed about O2 O mode,marketing theory and consumer behavior.After learning characteristics and applicability of O2 O mode,the design theory basis for marketing strategy of R Company is determined.In the third chapter analyses the present situation of R Company and features of products firstly.Secondly,paper analyses marketing environment of R Company’s products from three aspects,namely macro environment,medium environment and microcosmic environment.Thirdly,paper analyses the consumer buying behavior.And then on the basis of SWOT analysis,O2 O marketing mode is determined in R Company.The fifth chapter designs related marketing strategy based on the theories of 4P and 4C.The fifth chapter puts forward the R Company O2 O implementation strategy,business operations management field is divided into two parts of online and offline strategy.This article provides some beneficial help for the sustainable development of the R Company.