Research On Omni-channel Marketing Strategy Of Company B

Omni-channel marketing is a way for companies to interact with consumers through multiple channels,meeting their needs in full time and space and providing an undifferentiated,highly satisfying shopping experience.Since the outbreak of the new crown pneumonia epidemic,retail companies have accelerated the pace of omnichannel marketing,responding to the apparent change in consumer behaviour and demand through a variety of approaches such as live marketing and community group buying.In the post-epidemic era,as technology development and applications continue to expand and consumer demand diversifies,more and more companies are using "Internet+" to achieve deeper integration and full integration between online and offline,moving from traditional single channels and processes to a more flexible and diversified omnichannel marketing model.This thesis takes omnichannel marketing theory as the core theory,and Company B,an agricultural products sales company,as the main subject of the study,to analyse in depth the problems and causes of the channel marketing of Company B in recent years under the influence of the new pneumonia epidemic.Using the PEST-SWOT method,the macro and micro environment,strengths and weaknesses of the company were studied.The thesis concluded that the market for agricultural products is promising,the company has sufficient supplies,high quality goods and rich marketing experience,but there are also problems such as fierce market competition,poor matching of supply and demand,and backward and single marketing methods.Based on the above research,this thesis proposes six strategies for the integration of omnichannel marketing of Company B,namely: data collection strategy,product segmentation strategy,channel diversification strategy,brand enhancement strategy,promotion and attraction strategy and user interaction strategy.Finally,specific measures are proposed for the implementation of the omnichannel marketing strategy in five areas: finance,technology,government support,professional staff,system and culture,to guarantee the improvement of the execution and success rate of the omnichannel marketing strategy.The research in this thesis can provide a reference for Company B to integrate and optimise its omnichannel marketing strategy,and also provide a sample reference and reference for the majority of agricultural companies to establish an omnichannel marketing system,enhance their brand value and adapt to the development of the digital era.