Research On Omnichannel Marketing Strategy Of G Company

In the age of information technology,building an omnichannel platform and vigorously developing omnichannel retail are the general trend of the pharmaceutical retail industry.With the help of the omnichannel marketing system,pharmaceutical companies can comprehensively improve their operational capabilities and customer acquisition capabilities.With the continuous improvement and promotion of relevant policies,pharmaceutical e-commerce has made a perfect transition from the exploration period to the development period,and pharmaceutical e-commerce,which has more natural advantages than physical pharmacies that have become mature,has become a strategic focus for pharmaceutical companies at this stage.However,a single channel will expose various deficiencies over time,breaking the channel silos between various channels,and combining and complementing the advantages of each channel is an inevitable choice for omnichannel retailing.Therefore,how to realize the integration of online and offline channels and provide consumers with a seamless and consistent omnichannel experience is an urgent problem to be solved by G company.Guided by theories related to multichannel and omnichannel,omnichannel marketing,channel integration,pharmaceutical e-commerce,and customer journey,this paper analyzes the shortcomings and causes of G company’s omnichannel marketing,uses PEST analysis model,Porter’s five forces model,SWOT analysis to systematically analyze G company’s internal and external environment,and analyzes the company’s development ideas and directions for omnichannel marketing,on the basis of which,this paper proposes five strategies for the development of G company’s omnichannel marketing.After the above research,the conclusion of this paper is as follows: G company’s omnichannel marketing strategy is carried out in five aspects: service optimization strategy,touchpoint diversity strategy,data integration strategy,experience consistency strategy and experience seamless strategy.The service optimization strategy is based on the perspective of customer journey,and the six stages of consumer awareness,selection and comparison,shopping,purchase and payment,product delivery,evaluation and sharing,as well as consumer emotion,are targeted for service optimization;the touchpoint diversity strategy includes analysis and development of touchpoint,touchpoint listing and optimization,and touchpoint reciprocity and response;the data integration strategy is mainly considered from two aspects of data integration and management,data analysis and application;experience consistency strategy includes image consistency,product consistency and service consistency;seamless experience strategy covers seamless delivery and pick-up,seamless purchase and seamless after-sales service.Through the development of marketing strategies,we help G company to improve its market competitiveness and sustainable development.