| With the increasing popularity of the mobile internet,the spread of information is becoming more and more rapid and extensive,which has greatly changed the production and life style of the people.The continuous innovation and extensive application of science and technology,digitization and big data are also constantly promoting the transformation of the production and operation mode of enterprises.Ecommerce redefines the retail mode and rapidly seizes the market share of traditional retail industry.Traditional retail enterprises are facing huge challenges and opportunities.Chongqing YH Supermarket is facing the new retail model how to develop online business and realize the transformation of omni-channel operation.Taking the online home service of Chongqing YH Supermarket as an example,combined with the actual online business and operation status,this paper uses SWOT analysis tools to conduct a comprehensive study of the marketing problems in the online home service operation process of Chongqing YH Supermarket.According to the 4C marketing theory,the indepth analysis of its marketing strategy,combined with the questionnaire survey,found that Chongqing YH Supermarket’s online home-to-home business has consumer demand,purchase cost,convenience,communication and interaction problems around users.Through comparison and qualitative analysis,corresponding improvement strategies are formulated for the existing problems.It is hoped that through this study,the traditional retail industry can explore the marketing concepts and methods suitable for the online home business of traditional retail enterprises in the historical process of omni-channel transformation,provide some help for the future development of traditional retail industry,and provide experience for similar enterprises. |
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