Research On Integrated Marketing Strategy Of Traditional Footwear Company Online And Offline

The rapid development of e-commerce,Internet marketing to subvert the momentum of the traditional marketing model by leaps and bounds,the online retail market transactions greatly improved,but also constantly rolling traditional retail stores market."Internet plus" era is changing people's lifestyle and consumer behavior.The enterprise's marketing strategy has developed from the traditional 4P strategy to the 4C strategy,and has expanded to the new Internet marketing 4R strategy.Internet marketing driven enterprise in strategic transformation,while the traditional enterprise test the waters of online marketing channel development,often by the organization of the original sales system under the line resistance,especially the line channels deep plowing deeper,maximum resistance.However,no transformation is not possible,the channel down the line,completely in a weak situation.Practice shows that the online and offline channels have their respective advantages,how to integrate advantages and merge symbiosis.This is the key to the transformation and development of traditional enterprises and to gain more market opportunities.There are six main research directions in this thesis.First from the background of writing and research,combining with the current situation of our country and abroad in Internet sales to carry out in-depth analysis and discussion,on the basis of Internet marketing channels and the traditional concept of marketing channels and analyzes the advantages and disadvantages.After that,BELLE shoe company channel transformation as an example,using the SWOT analysis method,the BELLE shoe company integration of online and offline marketing to do a feasibility analysis.Finally,this paper through the BELLE shoe company sold online and offline sales combined with the new sales operation,to put forward the traditional enterprise restructuring and development of the whole channel business model.