The Research Of The Marketing Strategy To Enhance The Performance Of Traditional Retailers’ Online Extension

In recent years, internet retailing of china has been developed very fast, and promoted that a lot of E-commerce retailer growed up quickly. The fast developed speed of E-commerce has gradually affected cosumer’s behavior, and begain to break the balance of the former market. Because of realized the competitive pressures and the good prospects of internet retailing, some traditional retailers begain to develop the online business. But the paces of development of their online business are still slow, their E-market shares are low, and even some tranditional retailers are complete failure. The interner retailing market is a new market which compares to the traditional one has lots of difference, so tranditional retailers’ retail formats and bussiness model may be not suitable for internet retailers.Traditional retailing and internet retailing all belong to retail in essence, they must have a lot need to learn from each other, and Multichannel retailer’s traditional business and online business can not be completely separated, so if we can stimulate the synergy between them, then it can help traditional retalers to enhence their performance of online business. Through the literature review, we find that the synergy between mutilchannel retailer’s different channels does exist, and marketing strategy can help to achieve synergy in some degree. Internet retailing is depend on the technology of internet, which is different from traditional retailing, so we can’t just copy the traditional retailing marketing strategy to internet retailing, its need to be readjusted. On the basis of4P and4C, This paper use product、price、 convenience、promotiom as marketing strategy combine features to explore which specific marketing strategy can stimulate the synergy between traditional retailing and internet retailing, and enhance the performance of traditional retailer’s online business. In order to enhance the effectiveness of the researh, this paper choose Suning---single format and Dashang---multiformat as our research object.Through the detailed analysis of the two cases, the mainly findings of this paper include:(1) when traditional retailers develop online business, they will expand to other categories on the basis of superior products of traditional retailing, and development to products enrichment, this can effectively reduce the conflict between online and offline buiness and promote synergies, then enhance the performance of online extension.(2) when traditional retailers develop online business, they should adopt low-cost strategy, on the one hand, they should much cheaper than offline business; on the other hand, they should be a competive price relative to major competitors.(3) when traditional retailers develop online business, make full use of the distribution, stores, service outlets of offline buesiness can play a good synergy between the online and offline business, thereby contributing to enhance the performance of online business.(4) on the begaining of the traditional retailers develop online business, the online business make use of the brand of the offline business, which can promote synergy, and help enhance the performance of online business; the promotion strategy of multi-channel retailers’online and offline business is implemented independently later, which can win more space for online business’s development, to create a better performance. On such basises, this paper proposes some advises about marketing strategy for traditional retailers to develop onling business.