Research On The O2O Mode Of Buynow

Our current IT shopping environment atrophy, traditional IT stores from various aspects of the impact, to transition to survive. Through the study on Buynow business model, how can IT mall in the existing market environment specified for their own business model, has the very big help to better survival and development. In this paper, by using the method of investigation and case analysis method combined with quantitative and qualitative method, and the PEST analysis and SOWT analysis, study the Buynow O2 O business model transformation, to create its own development in line with the strategy of the business model provides the reference for the improvement of operation mode of the future Buynow and companies of the same industry.Firstly, the company strategy and business model on Buynow is summarized and analyzed by using the macro environment PEST analysis and SWOT analysis of Buynow marketing and micro environment; secondly, put forward the Buynow marketing should choose O2 O marketing mode, construct a hundred brain exchange mall marketing model innovation factors in four aspects of market positioning and segmentation, products and services, brand operation, the business operation; again on Buynow business model strategy and to evaluate the effect of. The construction of Buynow O2 O marketing strategies hand, such as the establishment of platform-Buynow’s official website, micro letter public platform, Sina Weibo,- recruiting members and fans maintain location O2 O groups, O2 O activities in the planning, the mutual transformation of Online and Offline, puts forward the security strategy of Buynow O2 O marketing implementation on the other hand: for composite IT mall business strategy implementation of "technology + food + fashion", marketing and branding, take advantage of the enterprise, pay attention to the enterprise brand image, strengthen the marketing team building and training, improve marketing skills; strengthening technology, talent and management; assessment finally Buynow O2 O marketing effect, contains the Oline number of fans, Offline conversion rate, the number of participants, the Offline activity of the Offline rotary rate, Buynow operation mode innovation after the positioning accuracy assessment, Buynow operation mode innovation after the format distribution reasonable degree evaluation, Buynow business model innovation popularity after buying assessment Buynow consumers and merchants satisfaction, Buynow store media annual exposure times, Buynow customer complaint number.