华新公司在 2014 年成立了华新电子商务有限公司，建设了线上平台 B2C 网
上商城（含移动端、社交平台），于 2015 年 6 月 19 日正式上线。本文的研究对
象就是华新线上 B2C 网上商城，通过对一些基本理论如有选择的使用营销管理，
在对华新公司 O2O 服务营销的发展现状的分析之下，为华新公司制定了具有实
际操作性可行性实用性的 O2O 服务营销策略。本文首先分析华新公司所处的宏
观环境和微观环境。从宏观环境来看，线上业务已被许多知名的零售企业重视
并且大力发展，全面展开线上和线下的全渠道的融合升级转型，而 BAT(百度、II
阿里、腾讯)等知名线上电商通过自我营销、接入第三方平台以及与实体零售商
超合作的方式，搭建 O2O 生态链条。此时华新公司开展 O2O 服务营销，顺势而
行将拥有大量潜在用户。从微观环境来看，华新公司已建设上线 B2C 网上商城，
线上拥有触达客户群体入口，线下拥有提供客户个性化购物能力，同时拥有解
决配送及最后一公里物流能力，经分析华新公司已具备开展 O2O 的能力。从 SWOT
分析结果来看，华新公司拥有小有规模的线下实体店，庞大的消费会员群体，
自建的供应链物流仓储及高品质的企业形象，这些能保障顺利实施 O2O 服务营
销策略。其二，根据消费者、地理环境和线下门店等变量进行目标市场细分，
目标市场选择和目标市场定位；量身打造华新公司现有消费群体进行了九类用
户画像，从中选出了两类目标用户群体，并对其进行了市场定位。再次，本文
利用服务营销理论，将传统 7P 策略组合基础上加上 S（Service），服务策略，
能更加符合市场定位和客户预期。最后，为了保证 STP 战略和 7Ps 营销理论指
导下制定 O2O 服务营销策略良好的推进和充分应用，本文分别从企业文化、人
员保障、组织结构、公司制度等方面，为华新公司制定了 O2O 营销保障措施
本文的研究将通过 O2O 服务营销策略与消费者建立有效连接，加强新用户
体验，进行服务升级，提升会员留存率，扩大营收，提升利润。同时也对华新
公司进行全渠道零售转型具有十分重要的战略意义
关键词：
O2O，服务营销，STP 战略,7Ps 营销理论III
Abstract
Research on the O2O Service Marketing Strategy of HUAXIN Co
With rapidly-growing Chinese economy, people’s living conditions has greatly
improved. Thus, the wave of Consumption Upgrade has extended. Retail industry,
linked inexorably with fast-developing Internet, has faced shocks in offline areas,
such as passenger flow decreasing and members aging. It is urgent for retail
companies to upgrade their services due to young customers’ needs of user
experiences. Retail companies usually turn to E-commerce online platform. However,
B2C can not fix some problems, such as customer satisfaction, customer retention
rate and so on. Also, E-Commerce tends to pattern and service homogeneity. Market
competition towards E-Commerce is fierce. Different from traditional retail, B2C and
C2C online shop model, this article believes that O2O should base on offline shops,
and pay equal attention to online and offline, rather than simply from online to offline
or from offline to online. O2O model is an advanced business model which is
customer-centered and aim at satisfying customers’ needs everywhere, at any time
and by any means. Service marketing under O2O model combines entity channel,
e-commerce channel and mobile e-commerce channel to sell merchandise or services,
which provide customers with high-quality and personalized user experiences.
HUAXIN E-Commerce Company was founded in 2014, and its B2C online shop
which includes mobile app and social platform launched on June 19th in 2017. This
article takes HUAXIN Co as the research object. Adopting strategy management and
marketing management theories to analyze present situation and marketing situation
of HUAXIN Co, it develops operable O2O marketing strategies. Firstly, this article
analyzes the external and internal environment of HUAXIN Co and applies SWOTIV
analysis. In external environment，many well-known retail companies put a lot of
efforts into online business for converging online and offline channels , while some
famous online internet companies, such as Baidu, Alibaba and Tencent, build their
O2O chain by cooperating with third-party platform and retailers. At the same time,
HUAXIN Co practicing O2O service marketing will draw a large quantity of
potential customers. In the internal environment, HUAXIN Co has built its online
B2C shop, which provides online entrance for customers. Also, it satisfies
customers ’needs for personalized shopping and last-mile logistics. On analysis,
HUAXIN Co is qualified for operating O2O model. According to the result of SWOT
analysis, with ample quantities of offline shops and customers, self-built supply chain
warehouses and high-quality company image, applying O2O service marketing
strategy in HUAXIN Co is guaranteed. Secondly, this article divides， chooses and
locates target market by location, customers and offline shops. It develops 9 kinds of
customers’ portraits of HUAXIN Co, and chooses 2 out of 9 for market orientation.
Thirdly, this article satisfies market orientation and customers’ expectation by
adopting service marketing theory and 7Ps marketing theory. Finally, to ensure
implementation of O2O service marketing strategy, this article provides safeguard
measures in company culture, human resources， organization framework and
corporate policies.
This research forges efficient bond between HUAXIN Co and customers,
improves user experience, upgrades service, and raises customer retention rate,
revenues and profits. At the same time, it makes strategic sense for HUAXIN Co
all-channel retail transition.
Key words:
O2O, STP Strategy, 7Ps Marketing TheoryV
目 录
第 1 章 绪论....... 1
1.1 研究背景与意义 .... 1
1.2 研究方式方法与内容 ........ 2
1.3 文献综述与理论基础 ........ 3
第 2 章 华新公司 O2O 服务营销现状及问题7
2.1 华新公司 O2O 简介 .......... 7
2.2 华新公司 O2O 产品和服务发展现状 ...... 8
2.3 华新公司 O2O 服务营销存在的问题及原因分析 ........ 10
第 3 章 华新公司 O2O 服务营销环境分析... 13
3.1 华新公司 O2O 宏观环境分析 .... 13
3.2 华新公司 O2O 微观环境分析 .... 20
3.3 华新公司 O2O 营销 SWOT 分析........... 23
第 4 章 华新公司 O2O 服务营销策略制定与实施 .. 27
4.1 华新公司 O2O 的市场细分 ........ 27
4.2 华新公司 O2O 的目标市场与市场定位27
4.3 华新公司 O2O 营销组合策略 .... 29
4.4 华新公司 O2O 营销策略的实施保障 .... 37
参考文献 . 41
致 谢 ..... 431
第 1 章 绪论
2015 年以来，中国经济进入新常态，增速放缓，国内出口疲弱，投资低速
增长，国内消费增长情况落后于预期。在社会消费品零售总额增速减缓的情况
下，实际增速仍然远高于国内的工业增速。伴随着全球经济回暖复苏，中国消
费者的消费信心持续攀升，消费者对高品质和体验的丰富多样性的诉求增高
宏观看来，未来消费仍然是中国经济增长的新动力
1.1 研究背景与意义
随着中国的快速发展，消费者对生活品质提高和消费水平提升的诉求日益
增大，“消费升级”概念在全国范围内遍地生花，掀起了一波又一波的浪潮。随
着移动互联网的
。。。以上简介无
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