Research On The O2O Markting Strategy Of Furniture Enterprises

With the advent of the Internet era,O2O model shows its unique advantages-data,mobile,interactive,experience,which has brought new opportunities for development for all walks of life.Compared with the traditional electric quotient,the O2 O mode is more suitable for the development of furniture enterprises in the way of online and offline interaction.Through the online and offline effective connection,furniture enterprises can combine online and offline consumer behavior to create a new shopping experience,,so that consumers get more high-quality consumer services,so as to improve the turnover speed and profitability of furniture enterprises.Based on this background,this thesis focuses on the development of furniture industry,and takes a furniture company as a sample.And through the case study,the thesis tries to explore the operation method of O2O marketing strategy in furniture enterprises.This thesis first summarized the O2O concept,the definition of marketing mix and other concepts,and the characteristics of O2O mode,concrete application and 4Ps marketing combination,4Cs marketing combination,4Rs marketing portfolio and other marketing research literatures are collated and summarized.Moreover,the practice and application of marketing combination strategy in O2O mode are listed.At the same time,this thesis briefly outlines the development of the 020 model of furniture industry,and combs the restrictive factors of the O2O mode of furniture enterprise development.Secondly,through the pest analysis method,SWOT analysis,the development of a company 's O2O mode of situational analysis,and according to STP theory,the thesis finally determined a company's marketing strategy.Finally,using the concepts,theories and tools mentioned in the literature review,combined with the characteristics of a company,this thesis tries to use 4Ps+4Rs mixed marketing strategy to put forward a company's operation method of implementing O2O marketing strategy.