Research On OTO Model And Experiential Marketing About Mobile Phone Industry Of "S" Company

With the rapid development of electronic commerce, more and more enterprises begin to try OTO (online to offline, OTO) operation model. Creating new opportunities for enterprise transformation upgrading and improving the competitive advantages. At the meantime, the marketing method changes with the development of market, for better cater to consumer’s demands, experiential marketing has become the mainstream. Because of overall trend of the current economic downturn currently, traditional offline industries need to seek new breakthroughs, if OTO model combine with experiential marketing can be well used, this paper takes S company as the research object, with combination of experiential marketing and OTO as the theme, the main research is as follows:First of all, according to related domestic and abroad literatures, it elaborated the situation, dynamic state and research of OTO e-commerce model and experiential marketing in and out the country. Deeply researched the basic theory of OTO e-commerce model and experiential marketing, from the conceptual perspectives, multi-layer hierarchy analysis and discusses the advantages of OTO model and experiential marketing, and analyze and discusses the applicability of the OTO model and experiential marketing in the domestic and foreign countries.Secondly, through analyzing the current situation of experiential marketing of mobile phone of S company, to discuss the problem cause by mobile phone industry downturn, and S company itself has been unable to keep pace with developments. Combined with the current situation of OTO model in China market, and use of SWOT analysis method, proposed that if S company continued to implement a simple experiential marketing would be not able to meet the needs of the development of the enterprise, it needs to combine with OTO model.Thirdly, the model is going to be selected and designed, based on the idea of combination of experiential marketing and OTO. Dealers and consumers conduct research are major related factors effect with model, to prove that S company could use its excellent offline resource to integrate with OTO e-commerce model reversely. And it is fit for S company current development demands. Through system design, to solve the current problems of S company, to improve the brand image, enlarge products sales, and streamline business processes.Finally, through system reconstruction, to achieve procurement, investment, store management, OTO and experience shopping integration. By result tracking, to fully proved that experiential marketing combined with OTO model could enhance the overall operational efficiency of S company and it also could provide a more clear and accurate direction to the company’s future decisions and enhance the competitiveness of the company’s future development in the economic downturn environment.