Research On The Improvement Of Midea Omnichannel Retail

These few years,with the development of science and technology,in the past,a single channel has been unable to meet the changing needs of consumers.The growth dividend of home appliance industry has become the past.To seek stock fission,channel reform has become the main breakthrough.This paper focuses on the improvement of M company’s Omni channel retail,through the improvement of M company’s online and offline channels,and promotes the integration of various channels of retail.It can not only verify the implementability of the reform path of M company,but also improve the efficiency of the channel and realize the marketing target of the enterprise.This paper mainly studies that The channel marketing efficiency of M Company in offline channel home appliance stores is low,and the operation pressure of M flagship store is relatively high.Most of the low-end products are sold on online channels,and the mobile terminal "M home" retail scale is small.Through the analysis of the cause of the malpractice of M company’s omni-channel retail,the paper designs the efficiency of the channel to improve the whole house purchase and terminal construction in home appliance stores.Improve the terminal retail capability of M flagship store through terminal scene construction and promotion innovation;Through multi-brand strategy and changing the platform positioning of mobile terminal to solve the online medium and low-end products too many,small program promotion difficult problem;Promote the integration of online and offline businesses through the integration of promotion and membership.Based on marketing theory,through literature research,market research,statistical analysis and other methods,combined with the characteristics of the company and its own work practice,this paper USES marketing methods in the new retail era to solve the drawbacks of the online and offline channels of enterprises,so as to improve channel efficiency and promote the organic integration of online and offline channels.Through the research on the improvement of M company’s omni-channel retail,it has very important theoretical and practical significance.It not only accumulates a case of omni-channel marketing for the academic circle,but also brings more topics to be discussed from different angles.It also provides theoretical help for M Company on the road of promoting strategic innovation transformation,and provides reference and inspiration for other enterprises’ channel transformation.