Abstract
In recent years, O2O was becoming an important channel strategy actively explored by major companies. This new O2O model was an important marketing development trend, especially within the retail industry. The drugstore industry in Taiwan should also consider using this strategy. However, Philip Kotler emphasized in Marketing 4.0 that the mobile and community era was at hand, represented by the concept of “Mobile Community Marketing,” which could be interpreted as bringing businesses and consumers together to connect virtual and physical networks. The current study utilized a case method and selected B company as the research object. Several in-depth interviews with multiple senior management directors were conducted. The study findings indicated that omni-channel retailing strategies were becoming more popular and the case company will continue to implement this kind of retailing strategy. The results of this paper could generalize some practical marketing suggestions for the drugstore industry.
Highlights
Introduction moving from offline to onlineonline shopping willWith the continuous advancement of Internet continue to grow in the future, and mobile online shopping is technology and the rapid rise of e-commerce, Taiwanese chain expanding
The study findings indicated that omni-channel retailing strategies were becoming more popular and the case company will continue to implement this kind of retailing strategy
This paper focuses on best practices for according to a survey conducted by a integrating O2O to formulate omni-channel retailing strategies famous Taiwanese consumer lifestyle consulting Company- and maximize profits
Summary
The recent rapid changes in the global technology development trend will affect the future development of its environment over the past few years have led to a decline in brand management. As a result, this issue is receiving a great the performance of traditional physical channels, while the deal of attention it’s viewed as an important topic that can number of people visiting virtual channels has increased. Scrutinize how the case company implements selling is selling products directly to consumers without using omni-channel retailing strategies and the main a retailing model. Theoretical framing direct contact with consumers. Scansaroli and Eng’s (1997)
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