浅谈OTO商业模式下传统企业营销策略创新

Study on Traditional Enterprise Marketing Strategy Innovation in OTO Commercial Model

近两年来"OTO"这种全新的商业模式正迅速被国内众多传统企业所熟悉,不少传统企业欲借助OTO模式寻求新的增长点和发展的空间,但是对多数传统企业而言,OTO模式运作过程中面临诸多需进一步探讨的问题,这也使传统企业选择这种全新的商业模式时非常谨慎。不过作为电子商务领域主导未来的商业模式,传统企业选择OTO模式也是大势所趋。企业应该根据自身特点在OTO背景下整合线上线下资源,关注消费者个性化需求,通过营销策略创新打造企业核心竞争优势。

A new OTO Commercial Model has been accepted by many more traditional enterprises recently in China. These enterprises hope to seek new growth points and development scope by virtue of this model. However, to most enterprises, there are still many problems being addressed in using the OTO Commercial Model; that＇s why the traditional enterprises are so cautious about it. But, it has become an irresistible trend for these traditional enterprises to adopt the OTO model today as it will become a model to dominate the e-commerce sector in future. Traditional enterprises have to integrate online-offline resources with their own characteristics in the context of the OTO, and pay more attention to consumers＇ individual demands, developing their core competitiveness with marketing strategy innovation.