Research On D Beauty Company’S Omni Channel Marketing Strategy

With the development of the new generation of information technology and its further widespread application in the retail industry,enterprises are facing fierce competition both online and offline.In order to survive and develop in the competition,various retail enterprises have begun to transform and upgrade in the main way of combining online and offline,gradually integrating all channels based on multiple channels,and achieving synchronization,harmony,and integration of all channels.All channels are interconnected and ultimately developed into an omnichannel marketing model.Thereby bringing customers a seamless shopping experience.This article takes Company D as an example.This company is a well-known beauty retail company in China.With the fierce market competition in the beauty and skin care industry,and the impact of the Internet live streaming platform,the company has experienced a decline in performance.Although the company currently has both online and offline channels,it is expanding channels,enhancing the synergy of various channels,creating a channel matrix There are some problems in the seamless integration of customer experience,security,and improvement of customer service in the omnichannel marketing process that need to be improved.This article starts with the marketing environment,uses PEST theory and SWOT analysis to study the macro external environment of D Company,and discusses the current situation and problems of the company.Then,based on the customer experience of Company D,a related questionnaire was designed for the company’s customers,and a questionnaire survey and data analysis were conducted.Further concretely analyzes the existing problems of the company in the context of omnichannel marketing,and applies STP theory to new positioning of D company in target customers and market segments.Based on the perspective of customer experience improvement,it provides suggestions for D company’s channel marketing strategies.And make corresponding safeguards,and finally summarize conclusions and analyze shortcomings.