Analysis Of The Small Shopkeeper Project Marketing Strategy

With the development of the Internet, electronic commerce get unprecedented prosperity, especially the rapid development of mobile Internet, more icing on the cake of e-commerce development. The development of Internet makes the connection between information and goods, online and offline more closely, so the formation of the O2O model is regarded as the next one of the Nuggets e-commerce model. Actually, o2o (online to offline) mode is the reality of business opportunities and the Internet information transmission links together, let the Internet into network trading platform, and the goods to the promotion and dissemination of the role.According to the National Bureau of statistics show that in 2014 China’s total online sales is 27898 yuan, in 2015 China’s total online sales is 38773 yuan, an increase of 33.3% over the previous year.The total retail sales of Internet is growing, and the daily consumption patterns of China’s residents are gradually changing from the traditional shopping channels to online shopping. CEO Pan Qiuhui said:"the future development of China’s e-commerce is to fully tap the potential demand for the market." An authoritative source also said, whether it is interactive, or localized aspects, O2O is a major trend." All aspects show that the O2O market is developing rapidlyIn this context, a set of mobile phone game, application of R & D based innovative technology companies-zero Technology Co., Ltd., want to repost paths into the community electricity supplier industry. As a mobile Internet company in the network era, feudal lords vying for the throne need to grasp the trend, seize the market. Although the company has a good mobile game, application research and development experience, but in the operation of O2O but there is no sufficient experience.In this paper, from the point of view of the operation and strategic management of the company’s actual situation, the company’s product operations from the target, resources, skills, opportunities, etc., the company’s products to carry out specific research. By reference to the literature, statistical analysis, theoretical explanation based on the combination of and the macro environment of electronic business platform for detailed analysis, and the zero Technology Co., Ltd. internal environment and community electronic business platform project--small shopkeeper makes a systematic exposition. And with the help of the theory of marketing strategy analysis tools:SWOT analysis method and Michael Porter’s five forces model, value chain analysis method and Boston matrix of the small shopkeeper platform of operation strategy research, analysis; then through the cost leading strategy, differentiation strategy and focus strategy focused on the selective and suggestions on the small shopkeeper community electronic business platform; finally with the help of McKinsey 7S model on the small shopkeeper strategy implementation is described in detail. The subjective evaluation and objective analysis to specific combination on the company’s target, confirm the strategic resources, industry environment analysis, strategic direction, organization and implementation conducted in-depth analysis, and put forward measures to better optimize the marketing and strategic management system, to ensure that the company in o2o market competition to occupy a space for one person.