Research On The Development Strategy Of Bantian Baking Company Base On O2O Business Mode

E-commerce of China took place from 1990 s,it changes traditional trading process and trading method.With the development of internet technology,Chinese internet market rapidly expanding,Ecommerce modes go forward step by step.O2 O as a new business mode which combine wide marking network resource and real economy support,with its advantage acceptted by people.The baking industry has long history in china market.Facing domestic and international bakery chain brands' challenge,baking products' serious homogenization,rising cost,declining profit,small and medium-sized baking companies must find a way base on their own character to survive in the competition.Take Bantian company as an example,with the understanding of O2 O mode's concept,analyze company's internal and external environment,use SWOT analysis method,give out the development strategy based on O2 O mode.After analyzing the questionnaire survey result,company study the structure of O2 O mode,arrange the detail solution for online,offline,and online-offline integration.Bantian company define “Bantian Wechat public platform” as online strategy for brand marketing and products online sales.Through riching product categories,improving shop service and environment for offline strategy.Online accumulated customer data makes it possible for onlineoffline integration,company analyze the big data of customers' character,consumption record,send customized advertisement to different customer for precision marketing,analyze customer requirement and demand to direct new production developmemt and optimize supply chain management.But,because lack resource and manpower for big data analysis,online-offline integration is the weekness of Bantian company,and it is the developmemt direction for company's future.