Research On Marketing Strategies Of HX Furniture Brick-and-Mortar Store In The Internet Plus Era

With the popularization and wide application of Internet technology,the mature development of logistics industry,the Internet has been deeply integrated with various industries,giving rise to a new era--"Internet plus " era.In the era of "Internet plus",e-commerce platforms such as Taobao,Jingdong and Suning emerge in an endless stream,marketing channels are constantly broadened,and marketing models are more flexible and diversified,which have a great impact on traditional industries,especially the traditional retail industry.Fierce market competition puts forward higher requirements for traditional furniture brick-and-mortar stores.How to integrate traditional furniture brick-and-mortar stores into the "Internet +" era and achieve long-term development is the theme of this paper.Based on the era background of Internet plus,this paper takes HX furniture brick-and-mortar stores as the research object,focuses on the marketing strategy,and elaborates on the actual marketing of HX furniture brick-and-mortar stores.First of all,this paper elaborates on the research significance of this paper,relevant domestic and foreign literature on marketing,relevant theoretical knowledge of "Internet plus " and the analytical methods used in this paper,laying a foundation for further research of this paper.Secondly,this paper comprehensively USES SWOT analysis method,STP analysis method and porter's five forces model to analyze the market environment,marketing status quo and target market of HX furniture brick-and-mortar stores in detail,and then finds out the problems such as single marketing channels and imprecise analysis of consumer demand in HX furniture brick-and-mortar stores.Finally,based on the 4C theory,this paper explores the O2 O mode of HX furniture physical store layout and the selection and implementation of marketing strategies such as mobile Internet marketing,new media marketing and cross-border integration.According to the selection and implementation of marketing strategy,the author puts forward some measures to ensure the development of rural market.The furniture industry involves complicated marketing links.This paper focuses on the exploration of a new marketing model in the era of Internet plus integrated by HX furniture brick-and-mortar stores,which is of great significance for HX furniture brick-and-mortar stores to get rid of the development bottleneck and achieve long-term development,and also provides useful reference for other furniture brick-and-mortar stores in the same industry.