| China’s e-commerce market has been a tremendous development,Entity retail sales is shocked.Traditional retail trade meets the labor pains of transformation.The competition between the electricity is increasingly fierce.In addition,the driving of technology,the change of consumer shopping habits and the personalized demand for consumption also urge companies to develop online business.Turn to Omni-channel management of O2 O,and speed up the layout of Mobile e-commerce and Cross-Border e-commerce.Rainbow Department Store Co.,ltd.is a Sino-foreign joint venture of chain retail enterprises,its controlling shareholder is China Aviation Technology Shenzhen co.,ltd which belongs to Aviation Industry Corporation of China.The company takes the lead in break through the traditional department store shopping mode in the industry.The fusion of all channels from entity stores to O2 O.Development strategy adjustment has been made based on the O2 O mode.And it has achieved some effects.Entity shop,PC online,mobile terminal(Store We Chat,Micro products,Rainbow scarf)of all channels life platform of retail has been formed.According to the current situation of the development and compared with the competitors,although Rainbow mall involved in the online sales platform early.It is the first batch of retail enterprises that established PC online.Because of its slow pace of development,there is still a low brand influence,less online users,lack of product differentiation small.This article will take the enterprise management strategy and the research conclusion,O2 O mode and related theory on the basis.SWOT analysis and PEST analysis model were used to analyze the internal environment and external environment of Rainbow mall.The study of Rainbow mall in the face of e-commerce development environment based on the status of development of the O2 O mode to make the strategic transformation of research through the investigation method and theory combining the instance analysis,analysis the problems existing in the development of O2 O mode.The author thinks that the store should choose centralized competitive strategy and differentiation competitive strategy of the combination of competitive strategy in the development strategy of O2 O mode,make a market segment,and make differentiation,formed its own features,seek the expansion of improvement in stability.Improve the operation mechanism of enterprises by optimizing the structure of the organization,establishing the divisional system,perfecting the supervision and management system,and optimizing the layout of the store.Build an efficient supply chain system by integrating regional resources,building a dedicated commodity,establishing a supplier strategic partnership.Optimize online management mode by establishing perfect customer service system,sending personalized information of product,optimizing payment method,strengthening supervision of the third-party suppliers.Adjust market positioning and enhance brand influence by adjusting market positioning,selecting different formats in different regions and strengthening brand building.Improve human resource management by improving the echelon construction of human resources management and establishing scientific compensation system. |
