摘要
O2O模式下服装零售业的市场细分策略更精准、促销应用策略较广泛、更注重品牌体验营销。O2O模式下服装零售业面临的营销难题是:如何发挥传统渠道优势,提升实体店营销绩效;如何实现线上线下协作,整合全渠道营销;如何增强客户体验,提高顾客的忠诚度。从拓展实体店的经营优势、实施差别化营销战略、采用反向营销思维和线上线下同步营销等方面提出了解决对策。
The market segmentation strategy of apparel retailing of the O2O mode is more accurate with more extensive promotion strategy, and pays more attention to brand experience marketing. The marketing difficulties are how to take advantage of traditional channels to improve physical stores＇ marketing performance; how to realize the online collaboration to integrate the whole channel marketing, and how to enhance the customer experience to increase customer loyalty. This paper puts forward the countermeasures in terms of business advantage of physical stores, differentiation marketing strategy, reverse marketing thinking and synchronous online marketing.
出处
《商业经济》
2015年第12期72-74,共3页
Business & Economy
基金
江苏省2015年大学生创新训练计划一般项目:O2O模式下服装零售业的营销现状及对策研究--以南通市为例(201512684001Y)
关键词
O2O模式
服装零售业
营销现状
对策研究
O2O mode, apparel retailing, marketing situation, countermeasures
