Dashang Group All Channel Business Marketing Strategy Research

It's a huge revolution from PC-based internet to mobile phone based internet. Since all the customs, competitors and partners have changed, the enterprise marketing also need reform. How to integrate e-business with traditional business model? How to make business with Omni-Channel and optimize allocation of resources? These questions need to be resolved by enterprise managers.2015 is a great year for Dashang Tiangou net, Dashang department store, supermarket, and Dashang Tiangou net constitute Omni-Channel retailing. Omni-Channel retailing could integrate resources as more as possible, reduce the loss resulted from inner channel manage. When the traditional channel and e-business channel separated from each other, the conflicts between different channels are inevitable. The realization of whole channel marketing is based on the reform of inner commercial model and the division of brand and terminal management.Through redefine the Omni-Channel of Dashang group and study the marketing strategy of Omni-Channel. We find the innovative marketing model based on over 200 stores could increase the sales by individualization service and big data of e-business. However, since this new sales model is still in the initial phase and have the characters of taking account of small portion and uncertainty, it will swallow the traditional advantage and profits of Dashang Group, which face the fierce competition of other e-business enterprise. We need to find the demand of target customers and try to change the consumers consumption habits. We summarize the successful experiences and deficiency of Dashang Omni-Channel retailing, In order to obtain a method for guiding the practical operationStudy on Dashang Tiangou net furthermore help other retail sales enterprises learned from what Dashang have done and make progress.