Research On O2O Marketing Model Of Ecross-border Maternal And Infant E-commerce Of Chongqing YO Company

With the rapid development of cross-border e-commerce and the upgrading of Maternal and Child consumption concepts by the post-80 s and post-90 s generation,the cross-border e-commerce platforms have become an more important channel for the maternal and child products' consumers.Meanwhile,the liberalization of two-child policy caused the sustainable growth of maternal and child products,the cross-border maternal and child market also has generated a huge demand.However,the problems of virtuality,fake commodity and no after-sales guarantee from e-commerce troubled the customers,but it also promote the marketing innovation of the cross-border e-commerce.Under this background,cross-border e-commerce O2 O marketing model which based on maternal and infant consumption habits has been born.This model combines stores with online e-commerce platforms,it emphasizes exploring market space from the perspective of consumer demand.This model fits for Maternal and Child business which pay attention to the quality and service.In this O2 O marketing model of maternal and infant e-commerce,customers could experience real consumption scenes and good communication services,It can ensure the quality of products while meeting other consumer demands for maternal and infant products,such as senses,emotions and actions.In this paper,using the 4C theory,experiential marketing theory and study of consumer's behavior,take chongqing yukio okamoto cross-border e-commerce co.LTD's O2 O marketing model as the research object which has focus on cross-border import of maternal and infant products.Make a research on the company's O2 O model market positioning and consumer experience value analysis through the literature review,questionnaire and spot investigation.combined with the current characteristics of cross-border e-commerce maternal and child industry,market competition and national policies,using SWOT analysis to teasing out the advantages and disadvantages,opportunities and threats of the company O2 O marketing model.Through analysis,concluded the lack of the experience of online marketing customers,effectively improves the value experience of cross-border maternal and infant products,and conforms to the current market demand of maternal and infant consumption.At the same time,in view of the existing problems in marketing,we need to constantly improve the level of offline store management services.Make effort to closed loop management of O2 O marketing,and improve the company's core competence by differentiation strategy.Through this study,the author expects to provide reference for the healthy and sustainable development of O2 O model of cross-border maternal and infant e-commerce industry,and constantly satisfy consumers' expectations of better maternal and infant products.