A Dissertation Submitted to Guangdong University of Technology
for the Degree of Master
（Business of Management）
Research on optimization of e-commerce platform
marketing mode of H Company based on O2O
model
Candidate:Zhou.XiongXin
Supervisor:Wu.JuHua,Zhen.GuoXin
May 2022
School of Management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510520
摘要
摘要
科技的发展日新月异，互联网技术也早已融入了人们的生活中作中，无论是衣食
住行还是医疗教育都依附于网络科技信息技术。互联网科技的便利跟我们息息相关接
触最多的是在购物方面的体验，人们已经从之前的实体店购买为主转变为线上购买为
主。而随着网络电商队伍的不断扩大，该欧亿·体育（中国）有限公司的竞争变得更加激烈，而营销模式关系到
企业竞争力的发展，因此，面对公司要想获得更加长久的发展，应该结合市场状况和公
司的战略发展做好营销。尤其是当前市场上的电商平台逐渐增多，营销模式也有了愈
加多样化的趋势，因此，在 O2O模式的基础上针对 H公司电商平台的营销模式进行分
析，为该平台未来的发展将给出更加有效的发展建议，以此提升平台在同类型市场中
的竞争力。
本文是在营销模式的相关概念及理论的指导下进行 H公司电商平台的营销模式分
析，主要是利用文献分析法、问卷调查法了解 H公司电商平台，首先是针对 H公司电
商平台的现状进行分析，探究其所处的营销环境以及自身的态势，从中找出 H公司电
商平台营销模式中现存的品牌建设存在问题、线下活动缺乏发展等问题，并字社群营
销模式优化原则的基础上提出对 H公司电商平台的营销模式优化建议，例如合理建设
H公司社群营销，形成优质品牌；重视线下社群实体建设，提升体验营销竞争力等等，
以此增强 H公司电商平台的营销模市场竞争力，确保未来的良好发展。
关键词：O2O；H公司电商平台；营销模式；问题；对策
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广东工业大学硕士专业学位论文
ABSTRACT
With the rapid development of science and technology, Internet technology has already
been integrated into people's life. Whether it is food, clothing, housing, transportation or
medical education, all depend on network technology and information technology. The
convenience of Internet technology is closely related to our shopping experience. People have
changed their shoppingexperience from physical storesto online shopping. Withthe
continuous expansion of the network e-commerce team, the competition in this industry is
becoming more intense, and the marketing mode is related to the development of enterprise
competitiveness. Therefore, in order to achieve more long-term development, the company
should combine the market conditions and the strategic development of the company to do
marketing well. Business platform, especially in the current market of electricity, marketing
model has increasingly diversified trend, therefore, on the basis of the O2O mode electric
business platform for H company's marketing model is analyzed, for the future development
of the platform will give the development of more effective Suggestions, to promote the
competitiveness of the platform in the same type in the market.
This article is in under the guidance of the relevant concepts and theories of marketing
mode of marketing model analysis of H company electric business platform, mainly using
literature analysis, questionnaire survey method, H company electric business platform, the
first is based on the status quo of H company electric business platform were analyzed, and to
explore its marketing environment and its own situation, It finds out the existing problems of
brand construction in the marketing mode of H company's e-commerce platform and the lack
of development of offline activities. Basedon the optimization principle of the social
marketing mode, it puts forward suggestions on the optimization of the marketing mode of H
Company's e-commerce platform, such as the reasonable construction of H company's social
marketing to form a high-quality brand. Attach importance to offline community entity
construction, enhance the competitiveness of experiential marketing and so on, so as to
enhance the marketing model market competitiveness of H Company's e-commerce platform
and ensure good development in the future.
Keywords:O2O;H company'se-commerceplatform;Marketingmodel;Problem;
countermeasures
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