Research On Online And Offline Collaborative Marketing Strategy Of JSY Company

With the vigorous development of e-commerce in China,JSY company,as a traditional wine enterprise,also began to carry out online marketing business.However,due to the late development of online business,its marketing mode is different from the offline distribution mode.At present,its development is slow and its level is low.At the same time,the offline marketing channels of JSY company also have opinions on the online development,resulting in many conflicts.How to solve these conflicts and realize online and offline collaborative marketing has become one of the primary problems to be solved by JSY company.Firstly,this paper analyzes the significance of online and offline collaborative marketing in the development process of JSY company,and summarizes the relevant basic theories.This paper introduces the research on online and offline marketing channel conflict at home and abroad in detail.On this basis,it first analyzes the offline development of JSY company,and points out the problems of its slow online development and small scale.It also explores and analyzes the conflicts and reasons between online and offline channels.Conduct SWOT analysis on the overall strategic positioning of online and offline marketing of JSY company.Then,it analyzes Luzhou Laojiao,one of the best online channel development benchmarking enterprises in the industry.Luzhou Laojiao e-commerce has successfully developed its online business by developing new products and cross-border marketing.Based on the reproducible marketing experience of Luzhou Laojiao and the specific current situation of JSY company,this paper puts forward the methods of JSY company to solve the conflicts between online and offline.Based on the analysis of the current situation,aiming at the contradictions and problems existing in JSY online and offline collaborative marketing,constructively build s2b2 c mode,realize the integration of online and offline,and study and formulate a complete set of new retail scheme.Thirdly,it puts forward the online and offline collaborative marketing strategy of JSY company from the aspects of clarifying the online and offline positioning of JSY company,adopting product differentiation strategy,optimizing and reasonable layout of channels,promoting and changing online channels,and strengthening price control online and offline.Finally,based on the previous research results,this paper puts forward the landing guarantee measures of JSY company’s collaborative marketing strategy.Through the research on the online and offline collaborative marketing strategy of JSY,this paper can promote JSY company to better carry out brand marketing activities.With the exploration of this paper,JSY company can also achieve the effect of collaborative marketing,improve operation performance,achieve sales performance growth and realize the long-term development of the enterprise.In addition,the research of this paper is applicable to other enterprises in the Baijiu industry.It gives targeted solutions to enterprises in the face of online and offline conflicts,and helps enterprises in the industry realize online and offline collaborative marketing and make common progress.