Research On The Influence Of Y Garment Co.,Ltd.'s Omni-channel Integrated Marketing On Consumer Satisfaction

Due to the development of new technologies,the improvement of network facilities and the changes in consumer psychology,omni-channel retailing has been created,and the relationship between people,goods and fields has been reconstructed.Beginning in 2016,some online and offline retail companies began to transform omni-channel retail,and the focus of retail sales turned to consumer-centric,integrated online and offline retail channels,and through the acquisition of omni-channel data to improve retail efficiency for customers.Provide a better user experience.Omni-channel retailing has a great role to play in both the apparel industry and the entire retail industry.Omni-channel retail is currently in the ascendant in China and is still in the exploratory stage.In this context,retail enterprises began to implement omni-channel integrated marketing,and the core of retail enterprises is more biased towards consumers.How to satisfy consumers is crucial.This paper firstly reviews the omni-channel retail status,omni-channel consumer behavior,consumer satisfaction,and integrated marketing-related theoretical literature.Based on a large amount of literature,this paper divides integrated marketing into four dimensions: product integration,price integration,channel information integration and service integration,and proposes the assumption of integrated marketing impact on consumer satisfaction.The model was constructed as a manipulated variable.Taking Y company as a research case,a survey was conducted on consumers of Y company.Descriptive analysis,reliability analysis and exploratory factor analysis were performed using SPSS23.0 software.The structure and reliability of the hypothesis model were verified by AMOS24.0 software.Finally,SPSS23.0 software was used for correlation analysis,regression analysis and adjustment variables.analysis.Through the analysis of the survey data,it can be seen that integrated marketing has a positive impact on consumer satisfaction,and consumers expect no adjustment between integrated marketing and consumer satisfaction.Finally,based on the analysis results and the influence coefficient of each dimension on consumer satisfaction,this paper puts forward suggestions for the implementation of omni-channel integrated marketing process to improve consumer satisfaction: broaden product width and fashion,establish price advantage,and improve channel information.Integrate quality and improve service integration.