摘要
摘要
随着近年来中国经济的高速发展和互联网经济的兴起，B2C和 B2B模式也
在不断发展革新。但对于相亲行业来说，传统的婚姻介绍所已经无法满足现代人
的需要，线下相亲模式发展遇到瓶颈。当今社会是互联网社会，手机基本普及，
大众对手机等移动端的依赖性明显提高，移动互联网用户逐年增加。特别是近年
来受到疫情影响，互联网的作用日益凸显，依托互联网、线上线下相结合的 O2O
的婚恋相亲服务新模式初露锋芒，前途无量。
昆明 X公司是在互联网迅猛发展中迅速崛起的新兴相亲服务公司，业务发
展和扩张的速度非常快，为了能适应消费者日益增长的个性化需求，提升服务方
式的多样性，考虑从渠道上先进性升级调整，本论文选取 X公司为研究对象，
分层次阐述写作的背景、意义，研究思路和方式，并对目前国内外关于营销、渠
道、O2O等相关的研究现有成果进行归纳、分析总结，以奠定本论文的理论基
础。
运用 PEST分析法对 X公司的营销环境，从政治、经济、社会、技术方面全
方位分析，从宏观上把握公司现阶段所面临的外部状况；运用波特五力模型分对
公司现阶段的竞争力进行分析，从微观环境分析本行业的竞争格局，找到 X公
司现阶段所处的位置并为之后的渠道策略提供可行性标准。采用问卷调查法对 X
公司目前的营销市场进行调研，以分析其在营销策略特别是营销渠道策略中的问
题，并据此给出合理化策略和建议。
本论文以 O2O模式为主要切入点，合理分析 X公司的困境和现阶段行业发
展的大环境与大趋势，将渠道整合策略作为发展的突破口，将 O2O渠道整合作
为发展的先导条件，对 X公司和同行业有借鉴价值，也能对其他行业在互联网
时代解决痛点，力求发展有启发和参考的意义。
关键词：相亲行业；O2O模式；营销渠道；渠道整合策略
I
Abstract
Abstract
If there is a word to describe China's development in recent years, I think the
most appropriate word is rapid development. In the orderly and steady development
stage of the market economy, B2C and B2B models are also constantly evolving and
innovating. However, for the matchmaking industry, traditional marriage agencies
have been unable to meet the needs of modern people, and the development of offline
matchmaking mode has encountered a bottleneck. Today's society is an Internet
society, mobile phones are basically popular, the public's dependence on mobile
phones and other mobile terminals is significantly increased, and the number of
mobile Internet users is increasing year by year. Especially in recent years, affected by
the epidemic, the role of the Internet has become increasingly prominent. The O2O
marriage, love and matchmaking service model based on the Internet and the
combination of online and offline is emerging and has a promising future.
X company in Kunming y is the rapid rise of emerging in the rapid development
of the Internet dating service companies, business development and expansion of the
speed is very fast, in order to meet the personalized needs, consumers increasingly
improve the diversity of service mode, consider advanced upgrade adjustment, from
the channel select X company as the research object, this paper layer in this paper, the
writing background, significance, Research ideas and methods, and summarize and
analyze the existing research results on marketing, channel, O2O at home and abroad,
so as to lay the theoretical foundation of this paper.
PEST analysis method is used to analyze the marketing environment of X
company from the aspects of politics, economy, society and technology, and grasp the
external situation of the company at the present stage from a macro perspective.
Porter's five forces model is used to analyze the company's competitiveness at the
present stage, analyze the competition patternof the industry from the micro
environment, find the current position of X company and provide feasible standards
for the subsequent channel strategy. Questionnaire survey is adopted to investigate the
II
Abstract
current marketing market of X company, so as to analyze the problems in its
marketing strategy, especially the marketing channel strategy, and give reasonable
strategies and suggestions accordingly.
Reasonable O2O mode as the main breakthrough point, this paper analysis the
plight of the X company and industry environment and trend of development, at
present stage will channel integration strategy asa development breakthrough,
integrating O2O channels as the premise of development condition, and in the same
industry have reference value to the X company, also can solve the pain points for
other industries in the Internet age, Strive to develop the significance of inspiration
and reference.
Key words: dating industry; O2O mode; Marketing channels; Channel Integration
Strategy
III