Research On Network Marketing Strategy Of Traditional Department Stores

Network marketing has brought new development opportunities for the development of the traditional department store industry,and also provided the possibility for the traditional department store industry to cope with the challenges of e-commerce and new retail.In the rapid development of China's network marketing,some traditional department stores have also benefited.Network marketing has become an important means for the traditional department store industry to adapt to the Internet era,and is also an important way for traditional department stores to conduct marketing.However,we should also see that in the process of developing network marketing in the traditional department store industry,there are still many immature theories and technologies,and the lack of practical experience,which seriously restricts the development of network marketing in the traditional department store industry,and gradually becomes a solved problem.Based on the above situation,this thesis takes the network marketing of Shanghai A Co.,Ltd.as an example,and carries out related research around the marketing strategy of traditional department stores.Firstly,this thesis introduces the development status of network marketing at home and abroad.On the basis of this,it expounds the definition,characteristics,mode and strategy of network marketing,and compares and analyzes network marketing and traditional marketing.Taking Shanghai A Co.,Ltd.as an example The necessity of network marketing in traditional department stores.Then this thesis studies the internal and external environment of Shanghai A Co.,Ltd.to carry out network marketing,conducting SWOT analysis on its network marketing status,and discusses the current situation and existing problems of Shanghai A Co.,Ltd.network marketing.The problems in network marketing are mainly reflected in the improper network marketing strategy,the imperfect network marketing system,the slow development of network marketing channels,the poor user experience of network marketing,the inappropriate connection between network marketing and traditional marketing,and the effect of network marketing promotion is not good and so on.Again,this thesis combines the current status of online marketing of Shanghai A Co.,Ltd.Based on the analysis of the status quo,combined with STP analysis,the network marketing strategy of Shanghai A Co.,Ltd.based on O2 O was constructed from four aspects: product,price,channel and promotion.Finally,based on the relevant network marketing theory,combined with the research on Shanghai A Co.,Ltd.,this thesis proposes the optimization strategy of the traditional department store network marketing strategy.Establishing a more complete network marketing system;accelerating the construction of network marketing channels;strengthening the construction of online shopping malls,optimizing network marketing services;integrating network marketing and traditional marketing;strengthening the development of online and offline O2 O integration.I hope this thesis can provide reference for other traditional department stores to carry out network marketing,and help traditional department stores to carry out network marketing.