A Outlet O2O Marketing Strategy Research

Outlets are the popular retail business in foreign countries,and its positioning is "the discount store of famous goods".The brand stores in the department store sell the Out-of-season brand goods,the lower shelf,and the broken code,which is the result of the dislocation competition of the new department store that sells the new season.With domestic commercial real estate supply increases,the entity brand retail competition is increasingly fierce,and e-business has made a deeper level of competition in the retail market.In order to win the market competition,it is necessary to make effective marketing strategy and implement it unremittingly for The domestic outlets.O2O(from online to offline)has become one of the focus of the retail industry in the current market for changing traditional industries.The research object of this paper A Outlets which is located in Shenzhen Dameisha sand.The store has been the biggest and the most complete category brand discount store In Yantian district in the past seven years.But the threat of fierce competition,the threat of new entrants and the erosion of e-commerce encroachment on market share.In order to continue in shenzhen brand discount retail competition to win the attention of consumers,maintain long-term stable operation,in time of peace prepare for war,this article on consulting department and outlet marketing strategy,experience marketing,marketing,O2 O marketing aspects of literature,A Outlets for the O2 O marketing strategy design.Firstly,through the analysis of A Outlets industry competition environment,including macro environment,PEST analysis and porter five model analysis,this paper points out that the threat of new entrants and existing competition will change A Outletsoperating environment,and the electricity has been eating into its share of the market,the conclusion is A Outletsneed to face the market segment of intensified competition environment problem,embark on A strategic level adjustment.Secondly,through field investigation,this article pointed out the existing problems include A Outlets marketing positioning secondary tourist groups,customers purchase rate is low,lack of overall experience difference,lack of online sales channels,sales promotion measures lack of diversity and precision,the marketing measures don't match with the target consumer demand,and so on.After analyzing its causes,the paper points out that O2 O is the most suitable direction for marketing improvement.Thirdly,in this paper,A consumer of A Outlets,the solid shopping experience and shopping expectation survey,including the statistical characteristic of consumers,buying behavior and experience satisfaction and purchase intention of the four aspects of the subject,through A questionnaire,mobile phone files,statistical analysis,draw the corresponding conclusions.Fourth,this article from three aspects: geographical location,population and consumption psychology of A Outlets A subdivision consumer groups,and select the corresponds to its core value target consumption group clients,and based on the famous brand,affordable,holiday these three points to shape the core values of A Outletsshopping village,form brand name card,to reposition with holiday experience as the core.In the end,based on the questionnaire survey,field survey and literature research,designed O2 O marketing strategy for A Outlets,including the following six points: one is the brand strategy.Two is the theme,differences become the core of offline channel strategy,combined with A core of the outlet around of brand value,the existing amorous feelings and characteristics,this article choose for A Outlets "ocean of humanity" as the theme.Third,the online channel strategy focuses on solving problems in the design,server,distribution and business of the online platform.Four is online fusion strategy,through online to offline offline to online guide passenger flow,guide the two aspects to realize the fusion based on online O2 O closed-loop marketing.Five is an offline promotion strategy with more accurate discounting and advertising.Six is an online promotion strategy that includes precision marketing,coupon distribution and promotion.Outlet as an important part of brand discount retailing,spread in commercial real estate rental rising,consumer attention,traditional advertising,sales promotion measures effect weakening of the moment,in time of peace prepare for war,in-depth innovation in marketing is.This article mainly from the outlet of A practical marketing situation,points out its existing problem,channel and promotion level and O2 O as improvement direction from the design,there are many aspects is not fully considered,hope this article on brand discount retailing has A certain reference value.