Research On The O2O Marketing Strategy Optimization Of Mobile Phone In CMCC Yunnan Online Mall Based On MOT

Mobile phones have become a necessity in life,and the sales market is huge.However,communication operators that dominate the domestic mobile phone marketing market are facing challenges and must must optimize marketing strategy.With the development of the Internet and the coverage of 4G networks,the era of mobile Internet has come,and the emerging model of020 has become the direction of transformation of the traditional sales industry.In this paper,combined with practical cases,the optimization of o2o mobile phone marketing strategy is studied.This paper takes the case of O2O mobile phone marketing in CMCC Yunnan Online Mall as an entry point,uses 4P and 4As marketing theory to analyze the current marketing situation.And on this basis,uses the research method of customer contact critical moment(MOT)for reference to dismantle the MOT in the process of mobile phone marketing.By introducing the SERVPERF scale for service quality evaluation,combining the MOT and the scale,an online customer questionnaire was designed.Through a large number of online questionnaires,customer perception data are collected,and SPSS software is used to validate and process the data,analyze customer satisfaction,and use factor analysis to accurately locate the key factors.Finally,according to the three key factors of brand credibility,service assurance and service responsiveness obtained from factor analysis,combined with the actual situation of enterprises in the case,this paper puts forward the"three major" marketing strategy optimization direction and "five" marketing strategy optimization suggestions.