Research On Marketing Strategy Of YG Convenience Store Based On Omni-channel Retailing Mode

With the advent of retail 4.0 times,the concepts of O2 O and Omni-Channel have been introduced to China,and the retail industry and e-commerce industry set off a boom in the retail upgrade.Meanwhile,with the continuous development of science and technology,changing consumption patterns also has changed a lot in the field of consumption.The era of consumer sovereignty has come.Promoting the concept of omni-channel retailer with a new way of thinking in the marketing logic level,a new discovery and exploration direction in the marketing channels are found,and at the same time we can find a more fitting consumer behavior.The convenience stores are an important way of retail mode,covering more consumers,but the traditional convenience stores only own a single channel,so I try to combine convenience store with omni-channel.I am in the expounded theory system,and we read a lot of literature.I start with convenience stores and find some excellent in-depth comparative analysis.I analyze the YG convenience stores with the strengths,weaknesses,external opportunities and the challenges.We carry on research with Porter's five forces,PEST,SWOT analysis model,4Cs marketing theory.We try to give traditional convenience stores some constructive advice in the transition mode and O2 O.In the course of this study the author also found although the whole concept of O2 O and marketing channels has been popular in China for some time,is still in the exploratory stage.With the rapid development of the Internet and the improvment of Omni-channel marketing theory,many findings and results requires more research based on the market of full-face marketing channel.