Research On The O2O Service Marketing Strategy Of Huaxin Co

With rapidly-growing Chinese economy,people's living conditions has greatly improved.Thus,the wave of Consumption Upgrade has extended.Retail industry,linked inexorably with fast-developing Internet,has faced shocks in offline areas,such as passenger flow decreasing and members aging.It is urgent for retail companies to upgrade their services due to young customers' needs of user experiences.Retail companies usually turn to E-commerce online platform.However,B2 C can not fix some problems,such as customer satisfaction,customer retention rate and so on.Also,E-Commerce tends to pattern and service homogeneity.Market competition towards E-Commerce is fierce.Different from traditional retail,B2 C and C2 C online shop model,this article believes that O2 O should base on offline shops,and pay equal attention to online and offline,rather than simply from online to offline or from offline to online.O2 O model is an advanced business model which is customer-centered and aim at satisfying customers' needs everywhere,at any time and by any means.Service marketing under O2 O model combines entity channel,e-commerce channel and mobile e-commerce channel to sell merchandise or services,which provide customers with high-quality and personalized user experiences.HUAXIN E-Commerce Company was founded in 2014,and its B2 C online shop which includes mobile app and social platform launched on June 19 th in 2017.This article takes HUAXIN Co as the research object.Adopting strategy management and marketing management theories to analyze present situation and marketing situation of HUAXIN Co,it develops operable O2 O marketing strategies.Firstly,this article analyzes the external and internal environment of HUAXIN Co and applies SWOT analysis.In external environment,many well-known retail companies put a lot of efforts into online business for converging online and offline channels,while some famous online internet companies,such as Baidu,Alibaba and Tencent,build their O2 O chain by cooperating with third-party platform and retailers.At the same time,HUAXIN Co practicing O2 O service marketing will draw a large quantity of potential customers.In the internal environment,HUAXIN Co has built its online B2 C shop,which provides online entrance for customers.Also,it satisfies customers 'needs for personalized shopping and last-mile logistics.On analysis,HUAXIN Co is qualified for operating O2 O model.According to the result of SWOT analysis,with ample quantities of offline shops and customers,self-built supply chain warehouses and high-quality company image,applying O2 O service marketing strategy in HUAXIN Co is guaranteed.Secondly,this article divides,chooses and locates target market by location,customers and offline shops.It develops 9 kinds of customers' portraits of HUAXIN Co,and chooses 2 out of 9 for market orientation.Thirdly,this article satisfies market orientation and customers' expectation by adopting service marketing theory and 7Ps marketing theory.Finally,to ensure implementation of O2 O service marketing strategy,this article provides safeguard measures in company culture,human resources,organization framework and corporate policies.This research forges efficient bond between HUAXIN Co and customers,improves user experience,upgrades service,and raises customer retention rate,revenues and profits.At the same time,it makes strategic sense for HUAXIN Co all-channel retail transition.