Study On Optimization Of O2O Marketing Strategy Of Zhong Wu Tesco Chain Supermarket

The development of Internet has changed the operating environment and sales mode of traditional retail industry to a large extent,providing new space for the operation of traditional retail supermarket to display and expand.With the change of consumer's concept and the rapid improvement of economy,pure e-commerce cannot completely replace the traditional retail industry.Compared with B2 C and C2 C,O2O mode can bring more convenience to users and highlight the characteristics of high trust and large transaction volume.It is an inevitable trend for supermarket retail industry to carry out O2 O marketing.In this,in combination with the actual situation of ZhongWu tesco chain supermarket,based on O2 O marketing perspective,probes into the influence ZhongWu tesco chain supermarket O2 O marketing effects of related factors,at the same time made the O2 O of more targeted marketing strategy,marketing strategy is specified effect are analyzed,for ZhongWu tesco chain supermarket and other supermarket retail marketing development provides the reference and reference.The main contents of this paper are as follows:Firstly,the background and significance of this research are analyzed,the relevant research work of domestic and foreign scholars on O2 O marketing mode is discussed,and the methods and ideas adopted in this research are expounded.Then,some basic concepts and related theories involved in this research are discussed,which provide sufficient theoretical support for the follow-up research work.Then,in combination with the practical situation of ZhongWu tesco chain supermarket,analyzed the ZhongWu tesco chain supermarket,the related problems in the process of marketing,pointed out that the current market environment is gradually complicated,making ZhongWu tesco chain supermarket marketing strategy cannot achieve ideal result,by using the STP theory,the ZhongWu tesco chain supermarket,has carried on the accurate market positioning;On this basis,the specific factors influencing the O2 O marketing effect of ZhongWu tesco chain supermarket were analyzed by referring toprevious studies.The specific influences of these factors on the O2 O marketing effect were proposed.Through questionnaire survey and regression analysis,the correlation between dependent variables and independent variables was established.In combination with the results of multiple regression analysis,have mastered for ZhongWu tesco chain supermarket O2 O marketing effect is the main influence factors,and aimed at these factors,made a more scientific and appropriate O2 O marketing strategy,and will set the O2 O marketing strategy is applied to the actual marketing campaigns,the O2 O marketing strategy is obtained through practice can reduce marketing costs,abundant marketing methods,lean marketing link,broaden the business space,can obtain good marketing effect,it can not only promote ZhongWu tesco chain supermarket O2 O marketing work to perfect and improve,For the same kind of retail enterprises also has a great reference and reference value,it is worth further promotion and application.