5G时代背景下新零售营销模式创新研究.docVIP

5G时代背景下新零售营销模式创新研究 内 容 摘 要 在这互联网高速发展、万物互联的5G时代，人们获取信息的方式和数量不断增加。在新零售模式下，企业可以借助大数据、云计算等技术分析消费者的数据，并准确地挖掘出消费者的需求，制定出适合企业自身发展的营销模式。随着人们的消费需求进一步升级，消费者们更加注重消费感受，体验、场景、数据在新零售行业的发展中占据了重要位置，“零售+体验式消费”这一模式已经逐渐成为众多零售企业的发展方向。伴随着社会化媒体的不断发展，人们的沟通方式也逐渐发生变化，企业如何运用社交媒体增强品牌和粉丝间的互动,让品牌的忠诚顾客成为企业营销中的参与者。鉴于此，本文主要以我国的服装行业为研究对象，结合数字营销环境现状，基于4S的营销模式，运用SWOT分析法对我国服装行业新零售系统中的营销模式进行研究，分析其的优缺点。并提出新零售营销模式的优化建议，给我国从事新零售的企业带来的启示。 关键词：新零售；服装行业；5G；营销模式 Research on the Innovation of New Retail Marketing Mode Under the Background of 5G Era Abstract In this 5G era of rapid Internet development and interconnection of all things, the ways and number of peoples access to information continue to increase.Under the new retail model, by using the technology of big data and cloud computing, enterprises can accurately dig out consumers preferences and demands in the data information of consumers, and formulate the marketing mode suitable for their own development. With the further upgrading of peoples consumption demand, consumers pay more attention to consumption feelings.Experience, scenarios, and data occupy an important position in the development of the new retail industry.The mode of retail + experiential consumption has gradually become the development direction of many retail enterprises.Accompanied by the development of social media,the continuous development of social media is gradually changing the way people communicate.How enterprises use social media to enhance the interaction between brands and fans and make loyal customers of brands become participants in corporate marketing. In view of this, this paper mainly focuses on Chinas clothing industry as the research object, combined with the phenomenon of the digital marketing environment.Based on 4S marketing model, we will use SWOT analysis method to explore the marketing model of new retail system in Chinas apparel industry and analyze its advantages and disadvantages.And puts forward the optimization suggestion of the new retail marketing mode,