Proceedings of the 2018 2nd International Conference on Education Science and Economic Management (ICESEM 2018)

Analysis of Marketing Strategy of Rural E-commerce Platform under O2O Business Mode - Case Study of “Cuncunle”

Authors
Fan Du, Chengyue Yin
Corresponding Author
Fan Du
Available Online August 2018.
DOI
https://doi.org/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/).

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Volume Title
Proceedings of the 2018 2nd International Conference on Education Science and Economic Management (ICESEM 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
August 2018
ISBN
978-94-6252-557-3
ISSN
2352-5398
DOI
https://doi.org/10.2991/icesem-18.2018.29How to use a DOI?
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  - https://doi.org/10.2991/icesem-18.2018.29
ID  - Du2018/08
ER  -