北京市中小型眼镜店的全渠道营销策略研究

Abstract

本研究聚焦北京市中小型眼镜店的全渠道营销策略,以LSM眼镜为例,运用 PEST模型分析宏观环境,波特五力模型评估行业竞竞争,SWOT模型识别企业优势与挑 战,并结合4Ps模型探讨其营销实践。研究发现,政策扶持提升了中小眼镜店运营便 利性,但疫情、原材料价格波动及激光娇正技术发展带来挑战。消费者需求日趋多 样,技术进步推动服务升级。建议中小眼镜店加强线上线下融合,优化服务体验,推 出个性化产品以提升竞争力。本研究填补相关领域空白,为中小眼镜店提供了可行性 建议与理论支持。

This study focuses on the omni-channel marketing strategy of small and medium-sized optical stores in China, taking LSM Glasses as an example, using the PEST model to analyze the macro environment. Porter's five forces model to evaluate industry competition, and the SWOT model to identify the advantages and challenges of enterprises, and to discuss their marketing practices in combination with the 4Ps model. The study found that policy support has improved the convenience of operation of small and medium-sized optical stores, but the epidemic, fluctuating raw material prices and the development of laser correction technology have brought challenges. Consumer needs are becoming more and more diverse, and technological progress is driving service upgrades. It is recommended that small and medium-sized optical stores strengthen online and offline integration, optimize service experience, and launch personalized products to enhance competitiveness. This study fills the gap in related fields and provides feasible suggestions and theoretical support for small and medium-sized optical stores.