樊登读书O2O营销模式研究

本科论文AbstractIn recent years,with the development of e-commerce,online payment is becoming moreand more mature.O20 (Online To Offline)model is gradually favored by merchants andconsumers.With the development of mobile Internet,more traffic is transferred from OfflineTo Online,and the development of 020 model is more rapid.With the rapid rise of manyInternet enterprises and platforms,the industry of knowledge payment has also ushered in thespring.In the industry of knowledge payment,fandeng book club based on online traffic,USES the reverse O20 model to transfer and develop from online to offline,and constructs itsown 020 business closed loop combining offline and online in the middle line of theindustry.Completed the commercial layout of fandeng reading APP +offline fandengbookstore+fandeng reading club,and created an overall combination of online and offline.This paper USES PEST to analyze the industry environment of knowledge payment andSWOT analysis to analyze the advantages and disadvantages of fandeng's study in theindustry as well as the opportunities and threats.To analyze the market selection and productpositioning of fandeng study in this environment.Then,by analyzing the specific situation ofits online and offline channel marketing,this paper studies the specific combination of onlineand offline under the 4P strategy.Finally,it puts forward the safeguard measures ofimplementing 020 marketing mode in fandeng.Finally,it is concluded that the 020marketing model of fandeng reading can make fandeng reading combine online and offlineorganically,achieve differentiated competitive advantages,achieve sustainable profits andlong-term development goals,and provide valuable practical experience for the majority ofInternet enterprises.Key words:fan deng reading;020 marketing model;Knowledge payment;Marketingchannels