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“O2O”Marketing Model Innovation and Big Data in Retail
Pages: 32-36
Year: Issue:  1
Journal: Journal of Liming Vocational University

Keyword:  retailingbig dataonline to offlinemarketing model;
Abstract: The connotation,categories of retailing big data and their relations with retailing flows were inquired in this paper. It was held that retailing big data can achieve innovation of "O2O"( online to offline)marketing model in the following four methods. First,retailing can take advantage of retailing big data to mine enterprises’ product value,and to integrate production and marketing chains. Secondly,the innovation can be provoked by precise pricing. Third,by collecting market responses to promotionds timely from retailing big data which helps understand customers’ preferences over information receiving,craft promotion contents carefully,and optimize the combination of promotion items. Finally,by providing personalized services,which can be fulfilled with segmenting customers and building virtual or real communities so as to obtain complementary advantages of both online and offline chanels.
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