Research On Online And Offline Business Linkages Of B2I2C Products In China Unicom Fuzhou Branch

China Unicom Fuzhou Branch(hereinafter referred to as CUFB)is a prefectural and municipal company with the largest number of users and income among Unicom Companies in Fujian,but it is in the last place in the competition of the communications industry in Fuzhou.Therefore,the unfavorable competitive position requires CUFB to accelerate its business development through innovation.Meanwhile,CUFB has initiated online B2I2C operation mode in the industry and developed a large number of users by means of low-cost Internet since 2016.However,with the gradual disappearance of online dividends,the product has also entered the decline stage of the life cycle,and CUFB is eager to find a supplementary operation mode.The flow at the online entrance is insufficient,so the drainage from the offline is a solution.Traditional offline dealers and self-run halls require high cost input,which cannot be afforded by CUFB.Therefore,to improve the company's efficiency,how to acquire the offline customer flow at a lower cost and achieve the online and offline business linkage is the research topic in this paper.Taking the value chain as the research foundation,this paper introduces the B2I2C business,analyzes how the business improves the value of all nodes in the value network,and verifies the rationality of its remarkable business development.Then,combining with the new situation changes at the present stage,the poor drainage effect online,decline in flow unit price,too concentrated single product sales,decline in product attractiveness and other problems are summarized.Later,the value chain theory is applied to propose solutions to the above problems.For example,negotiating with cooperative merchants,providing merchants with the service of WeChat public account platform aggregation,attracting their own fans through merchants,carrying out fans aggregation on the background,and then conducting online placement marketing;Conducting a deep cooperation with merchants to attract resource exchange and provide customers with non-flow offline merchants'rights and interests to attract customers to consume in store,thus forming a win-win situation;Using the rights and interests of different merchants to create different product packaging portfolio;Integrating offline rights and interests and online mature order processing process to enhance product sales.At last,the activity forms of attracting fans are illustrated in this paper.