Research On Optimization Strategy Of Omni-channel Retail Mode Of S Household Appliance Company

With the rapid development of the Internet,e-commerce and mobile shopping have brought a strong impact to traditional home appliance retail enterprises,and the omni-channel retail model integrating online and offline channels will become an inevitable trend.Domestic home appliance retail giants Suning and Gome took the lead in transforming to omni-channel retail mode,and retail enterprises including S home Appliance Company followed suit.As a regional chain enterprise,S Household appliance Company faces difficulties in implementing its omni-channel retail mode due to its missteps in the layout of online channels and the independence of channels.Taking S Household Appliance Company as the research object,this paper discusses its omni-channel retail model by using literature research method,case analysis method and field investigation method.Firstly,the present situation and existing problems of omni-channel mode of S Household Appliance Company are analyzed.Secondly,make a comprehensive evaluation of its external environment and internal environment,and analyze the opportunities and challenges faced by the company with PEST,SWOT and other tools,so as to clarify the target market and market positioning;Finally,the paper puts forward specific optimization schemes for the omni-channel combination,omni-channel division of labor and omni-channel integration of S Household Appliance Company,and makes guarantee measures for the implementation of optimization strategies.Through the study of this paper,it is hoped to improve the omni-channel retail level and service level of S Household appliance Company,thus enhancing its core competitiveness,and also provide ideas for other types of household appliance retail enterprises to implement the omni-channel retail model.