Research On Optimization Policy Of O2O E-commerce Marketing Of A Chain Supermarket

At present,under the impact of the vigorous development of e-commerce and the online shopping boom,the retail industry is in a transition period,and the development of traditional large supermarket chains faces many difficulties.How to learn from the successful experience of e-commerce to optimize marketing activities has become an urgent problem to be studied.A chain supermarkets also face this problem in the course of operation.In the marketing process,in order to comply with the development trend of e-commerce,supermarket chain A has made a series of attempts to meet the challenges,but it also faces the weak integration of online and offline,and does not make good use of the big data of supermarket consumers for precision marketing,ignoring issues such as good image display,which greatly affects the sales of A chain supermarkets in the Internet era.Therefore,only by optimizing the marketing strategy to realize the integration of online and offline as soon as possible,supermarket chain A can seize the opportunity and remain invincible in the competition.Therefore,this research is of great significance to the development of A chain supermarkets and the traditional retail industry of the same type.This paper studies how A supermarket chain optimizes the O2 O e-commerce marketing of the integrated development of online and offline.Based on the empirical analysis of the factors that affect the O2 O e-commerce marketing effect of A chain supermarket,it tries to propose the optimization of A chain supermarket O2 O e-commerce marketing.strategy and implementation of safeguards.The full text is divided into six parts.The first part introduces the background,purpose and significance of the research,and points out the main research content,research method and technical route.The second part introduces the basic concepts and related theories,and summarizes the research status of the marketing model for the online and offline integration of traditional retail enterprises at home and abroad for reference.The third part analyzes the problems existing in the O2 O e-commerce marketing of A chain supermarkets on the basis of introducing the operation status of A chain supermarkets.The fourth part makes an empirical analysis on the factors that affect the marketing effect of A chain supermarket O2 O e-commerce by means of a questionnaire survey.The fifth part,based on the above research results,puts forward the optimization strategy of A chain supermarket O2 O e-commerce marketing,and proposes safeguard measures from the aspects of service guarantee,system guarantee,technical guarantee and talent guarantee.The sixth part puts forward the conclusion,and looks forward to how to further deepen the research in the future on the basis of pointing out the insufficiency of the research.