Research On The Omni-channel Marketing Strategy Of Kabu Company In The Mobile Internet Environment

Guizhou province has become the first big data base in China.Relying on the popularization of Internet,mobile phones and the application of social platforms,various industries are developing rapidly.The technology enabling the maternal and infant products industry to adapt to the new era presents the development momentum of online and offline omni-channel.How to innovate omni-channel marketing strategy in the mobile Internet environment has become the focus of development.Kabu is a baby products manufacturer company.At the beginning of development,Kabu won the opportunity through its unique marketing strategy.However,with the development of Internet,how to innovate omni-channel marketing strategy in the mobile Internet environment has become an important problem to be solved.This paper makes a comprehensive use of literature research,questionnaire survey and other research methods.Firstly,this paper expounds the related theories of omni-channel marketing at home and abroad.Second,using PEST analysis,porter five model analysis,SWOT analysis and SPSS analysis Kabu omni-channel marketing environment and in the mobile Internet environment find out the problems which restrict the development of the enterprises and i n view of the problem formulation improvement strategy,to the channel marketing strategy into e nterprise's core competitiveness.At last,the paper expounds the guarantee measures of omni-channel marketing strategy.The research results show that in order to meet consumer demand,enterprises need to explore and innovate omni-channel marketing strategies to meet consumers' fragmented and mobile consumption needs in the mobile Internet environment.The research on Kabu can not only broaden the research of omni-channel theory from the perspective of mobile Internet,but also provide guidance for the optimization of omni-channel marketing strategy,and provide reference for other one to better use omni-channel marketing strategy in the mobile Internet environment.