I 摘要 O2O模式在国内诞生且已发展数年，但N公司的营销策略在此模式的运营 下逐渐出现缺陷，未能更好地满足消费者日益变化的需求。研究N公司营销策 略优化问题将有利于重新开发其传统核心大型家电商品市场，扩大市场份额；有 利于改善原有营销活动方式，使其营销活动的开设对消费者而言更加具有吸引 力；有利于O2O模式下线上与线下渠道之间资源调配更加规范合理，从而达到 更加有效地融合。本文通过研究STP市场营销理论、4R营销理论、消费者行为 等相关理论，结合N公司O2O模式下营销策略的实际情况，采用文献研究法、 案例分析法、比较分析法、PEST分析法对N公司营销策略存在的问题以及内在 原因进行主要剖析，贴合N公司现行的“智慧零售”大发展下，以消费者体验 为中心的策略，提出相应优化建议。在N公司传统核心大型家电商品市场的再 开发问题上，采用制定新型居家理念宣传的方案，重视消费者需求识别，发展新 型居家配置服务进行完善。在营销活动方式缺乏新意需要革新的问题上，采用重 视自媒体营销形式，扩大O2O模式优势进行有效互动的方式来改进。在O2O模 式下渠道之间资源的分配问题上，从产品、价格、渠道、推广这几方面入手进行 调整，使两渠道之间关系更加和谐以便实现整体营销目标。同时，本文针对以上 三大问题，基于N公司的整体战略层面，主要从品牌口碑、资金、供应链、客 户服务等方面简要阐述优化建议得以顺利实施的保障原因。本文提出的优化建议 在一定程度上为N公司O2O模式下的营销活动焕发新机，使其渠道间资源融合 更加规范协调，同时为其他同类型商家提供参考与借鉴，并对此模式的后续进行 关注与展望。 关键词：O2O模式，消费者体验，营销策略 Abstract II Abstract TheO2OmodelwasborninChinaandhasbeenindevelopmentforseveral years,butcompanyN’smarketingstrategygraduallyappearedflawedunderthis modeloperation,andfailedtomeettheever-changingneedsofconsumers.Studying NCompany'smarketingstrategyoptimizationissueswillhelpredevelopits traditionalcorelargehomeappliancecommoditymarketandexpanditsmarketshare; itwillhelpimprovetheoriginalmarketingactivitiesandmakeitsmarketingactivities moreattractivetoconsumers;Itisconducivetomorestandardizedandreasonable resourceallocationbetweenonlineandofflinechannelsundertheO2Omodel,soas toachievemoreeffectiveintegration.Inthispaper,bystudyingSTPmarketingtheory, 4Rmarketingtheory,consumerbehaviorandotherrelatedtheories,combinedwith theactualsituationofNcompany'smarketingstrategyundertheO2Omodel,the literatureresearchmethod,caseanalysismethod,comparativeanalysismethod,and PESTanalysismethodareusedtocompareNcompanyMainlyanalyzetheproblems andinternalreasonsofthemarketingstrategy,andputforwardcorresponding optimizationsuggestionsinlinewiththecurrent"smartretail"developmentofN Companyandtheconsumerexperience-centricstrategy.Regardingtheredevelopment ofNCompany’straditionalcorelarge-scalehomeapplianceproductmarket,the companyadoptstheformulationofanewhomeconceptpromotionplan,pays attentiontoconsumerdemandidentification,anddevelopsnewhomeconfiguration servicesforimprovement.Regardingthelackofnewideasinmarketingactivitiesand theneedforinnovation,improvementsaremadebyfocusingonself-mediamarketing andexpandingtheadvantagesoftheO2Omodelforeffectiveinteraction.Regarding theallocationofresourcesbetweenchannelsundertheO2Omodel,adjustments shouldbemadefromtheaspectsofcommodities,customersources,andsales personneltomaketherelationshipbetweenthetwochannelsmoreharmoniousin ordertoachieveoverallmarketinggoals.Atthesametime,thisarticlefocusesonthe abovethreeissues,basedontheoverallstrategiclevelofNcompany,mainlyfromthe brandreputation,capital,supplychain,customerserviceandotheraspectstobriefly explainthereasonsforthesmoothimplementationoftheoptimization recommendations.Theoptimizationsuggestionsputforwardinthisarticlegivenew opportunitiestothemarketingactivitiesofNcompanyundertheO2Omodeltoa certainextent,maketheintegrationofresourcesbetweenchannelsmorestandardized Abstract III andcoordinated,andatthesametimeprovidereferenceandreferenceforother similarbusinesses,andfollow-upofthismodelConcernandoutlook. Keywords:O2Omodel,Consumerexperience,Marketingstrategy 目录 1 目录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第1章绪论..................................................................................................................1 1.1研究背景和研究意义.......................................................................................1 1.1.1研究背景................................................................................................1 1.1.2研究意义................................................................................................2 1.2研究目的和研究内容......................................................................................3 1.2.1研究目的.................................................................................................3 1.2.2研究内容.................................................................................................3 1.3研究方法和技术路线......................................................................................4 1.3.1研究方法.................................................................................................4 1.3.2技术路线.................................................................................................5 1.4本文的创新之处...............................................................................................7 第2章国内外理论综述和相关理论基础..................................................................8 2.1国内外文献综述..............................................................................................8 2.1.1国内外关于O2O模式的相关研究.......................................................8 2.1.2国内外关于社群营销策略的研究.......................................................11 2.1.3国内外关于精准营销策略的研究.......................................................13 2.1.4国内外研究评析...................................................................................15 2.2相关理论基础.................................................................................................16 2.2.1STP理论................................................................................................16 2.2.24R营销理论..........................................................................................17 2.2.3消费者行为理论...................................................................................17 第3章N公司O2O模式营销策略现状分析..........................................................19 3.1N公司基本情况简介.....................................................................................19 3.1.1成立初始时期.......................................................................................19 3.1.2O2O模式初始时期..............................................................................19 3.1.3O2O模式发展至今..............................................................................20 3.2N公司O2O模式下渠道间联动情况分析...................................................23 3.2.1O2O模式体验式购物分析...................................................................23 3.2.2与同类型竞争者比较分析...................................................................25 目录 2 3.3N公司O2O模式下营销策略分析...............................................................26 3.3.1社群营销策略分析...............................................................................26 3.3.2精准营销策略分析...............................................................................28 3.4N公司O2O模式营销策略存在的问题.......................................................30 3.4.1传统核心商品的市场开发不足..........................................................30 3.4.2营销活动方式缺少新意.......................................................................32 3.4.3线上线下资源分配不合理...................................................................33 3.5N公司O2O模式营销策略问题的成因分析...............................................34 3.5.1传统核心商品市场开发不足成因分析.