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Transformation of marketing strategy influenced by the development of omni-channel communication (based on the materials of «Litma» LLC)
(Khmelnytskyi National University, 2025) Zheng Liwei
In the first section, the article discusses the theoretical foundations of omni-channel marketing, analyzes modern approaches to the organization of marketing communications, defines the essence and key characteristics of the omni-channel approach, and studies current consumer trends that necessitate the introduction of omni-channel solutions into the activities of enterprises. The second section analyzes the light industry market of Ukraine and China, as well as the general activities of «Litma» LLC, considers financial and economic indicators, assesses the level of use of omni-channel tools, analyzes the marketing strategy before the transformation, conducts a SWOT analysis and analyzes customer communication channels. In the third section, proposals for the transformation of the marketing strategy of «Litma» LLC are formulated, taking into account the omni-channel approach. The authors propose the implementation of a CRM system, automation of communications, integration of online and offline channels, optimization of work on marketplaces and building end-to-end analytics, and develop recommendations for improving content, personalization and speed of service. The results obtained in the form of proposals were implemented in the activities of «Litma» LLC.