Analysis of Marketing Strategy of Rural E-commerce Platform under O2O Business Mode - Case Study of “Cuncunle”
- DOI
- 10.2991/icesem-18.2018.29How to use a DOI?
- Keywords
- O2O; Rural market; E-commerce; Marketing strategy
- Abstract
The government proposed the development mode of “Internet+” in 2015, which drives the prosperity of internet-related market in China. Rural market also becomes a “sweet pastry” of e-commerce enterprises in such a wave. In order to accelerate the expansion of rural e-commerce business, numerous famous e-commerce enterprises such as Jingdong and Alibaba enter the rural market one after another. However, rural market has many features which are difficult to change. For example, backward consumption concept brings big difficulties for the development rural e-commerce. Therefore, e-commerce enterprises should further discuss marketing strategy when exploiting rural market. In this paper, features of rural market and O2O business mode are concluded through literature review. Besides, the opportunities and challenges faced by e-commerce enterprises during the development of rural market are also concluded. Meanwhile, O2O rural layout mode of “Cuncunle” Enterprise which was selected twice as course case of Harvard Business School is analyzed, and comparative analysis of advantages and disadvantages of the marketing strategy used by “Cuncunle” Enterprise is conducted. Finally, the marketing strategy suitable for enterprises to open up rural market is sorted out.
- Copyright
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Fan Du AU - Chengyue Yin PY - 2018/08 DA - 2018/08 TI - Analysis of Marketing Strategy of Rural E-commerce Platform under O2O Business Mode - Case Study of “Cuncunle” BT - Proceedings of the 2018 2nd International Conference on Education Science and Economic Management (ICESEM 2018) PB - Atlantis Press SP - 132 EP - 135 SN - 2352-5398 UR - https://doi.org/10.2991/icesem-18.2018.29 DO - 10.2991/icesem-18.2018.29 ID - Du2018/08 ER -