The Development Strategy Research Of The O2O Mode Of Traditional Retail Enterprises In Our Country

In recent years,under the promotion of rapidly developed Internet and Mobile Internet,Online retail continues to boom, imposing an enormous impact on traditional retail enterprises. Coupled with rising costs and single business model in traditional retail enterprises, so that the growth of sales and profits of traditional retail enterprises to be slowdown or downward. The rapid development of Online retailers not only squeezes the survival space of traditional retailers,but also changes consumer's buying habits. In order to cope with the impact of Online retailers,the traditional retail enterprises need a urgent evolution of managment pattern. With the advantages of increasing traffic between online and offline and better services of O2O e-commerce model, more and more retailers and consumers are in favor of it. At the same time, the network retail also begins to evolve from B2C,C2C and other traditional mode to the O2O model, O2O mode becomes the first choice of the traditional retail enterprises to set up online sales business.From the aspects of theory and practice,this paper analyses the necessity of the traditional retail enterprises to apply to O2O mode,and makes a detailed analysis of the present situation, main problems and the deep-seated reasons, and competition situation. First, the traditional retail enterprises which subject to O2O mode can take use of four representative models. That is cooperating with the B2C platform with a third party,collaborating with WeChat, taking advantage of self-built B2C platform and relying on self-built APP client.After the comparison of the four typical models, the competition analysis is used to make clear the relative advantages and disadvantages of the traditional retailers which subject to O2O model to pure online retail enterprises, pure offline retail enterprises and the Online business of production enterprises.Secondly,we sum up the problem of the traditional retailers encountered,and the reasons behind were analyzed. We point out that the current traditional enterprises which subject to O2O exist the weakness of poor knowledge of O2O,poor information and electronic disposition, poor innovation ability and insufficient channel integration ability. Lastly,the paper put forwards some strategy advice,including returns to the customer-centered concept, strengthens the construction of electronization and informatization of traditional retailers, reinforces the online and offline channel.