A Research On O2O Marketing Strategy For Haier Ledao Store

With the continuous development of the economic,more and more consumer not only valued the convenience of online shopping,but also pay more attention to product quality and service experience.Relying only on a single online channels of traditional electronic commerce mode have already can’t satisfy the current electrical appliances consumer demand,offline stores to become an important channel again.This brings new opportunities and challenges to offline physical stores,and requires the traditional home appliance enterprises to continuously innovate the marketing management concept,to improve the Internet marketing channel gradually,and continuously improve the offline service quality.The O2 O marketing model combines the advantages of Internet marketing and physical marketing,and has gradually been accepted and promoted by many home appliance enterprises and Internet brand enterprises.To comply with the development of the Internet age,changes of loss,Haier Ledao store explore the O2 O strategy based on community interaction,by using the resources of the ehaier,ehaier APP,Goodaymart and offline store,integrate wechat business,e-commerce,and store business,and realize the win-win situation of enterprises,users and employees.But as a result of Haier Ledao about small business scale and ability is insufficient,the marketing model is relatively single,innovation ability is weak in the process of O2 O marketing.Based on PEST,STP and 7Ps,this paper takes Haier Ledao store as the research object.Firstly,analyze the internal environment,industry and macro environment of Haier Ledao store’s O2 O marketing.From the perspective of internal and industry environment,Haier Ledao store relies on Haier’s industry leading position and popularity,and has certain brand advantages in the offline competition environment.However,due to the strong promotion and development of Jingdong and Tmall and other e-commerce platforms in the third and fourth tier cities,it has been a great shock and threat to haier.From the perspective of macro environment,with the rapid development of Internet application in China,the scale of Internet users has been continuously expanded,especially the popularization and development of rural Internet,which provides a great potential traffic for theO2 O marketing of Haier Ledao store.The rise of social culture and new media technology has provided a rich and efficient marketing method.Secondly,this paper analyzes the O2 O marketing model of Haier Ledao store from four aspects: marketing platform,marketing operation status,marketing effectiveness,existing problems and causes.based on STP analysis theory,this paper carries out target market segmentation,target market selection and target market positioning for Haier Ledao store from geographical location and consumers.Thirdly,based on STP analysis theory and the theory of marketing combination strategy,this paper makes a relevant strategy for Haier Ledao store ’s marketing of O2 O marketing by focusing on the 7Ps theory of service links.Finally,this paper sets out the marketing safeguard measures for Haier Ledao store from the aspects of organizational guarantee,human resources,enterprise culture and software and hardware facilities.The research of this paper has some guiding significance for the exploration and improvement of the O2 O marketing strategy,the realization of the successful transformation,the improvement of the sales volume,and the enthusiasm of the staff.At the same time,it can be used for reference to other household appliances stores.