新零售冲击下传统零售企业的营销现状及优化策略研究——以胖东来为例.docxVIP

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摘要

零售业现已成为我国国民经济重要的组成部分之一，为国内生产总值及国家税收做出了巨大的贡献。零售业的高速发展提高了人们生活的品质，作为中介机构也带动了基层企业的发展，成为引导生产和消费的先导型行业。在互联网的依托下，大数据、人工智能等给传统零售业带来了新的变革，传统零售企业如何在“新零售”背景下与时俱进，抓住机遇迎接挑战，是企业能否在时代浪潮下提高效益取得突破并稳健发展的重要举措。

本文以胖东来为例，分析我国新零售冲击下传统零售企业的营销现状及优化策略。研究发现：新零售是时代发展的必然结果。相对于传统零售，新零售以消费者为中心拓宽了消费选择，激发了消费欲望；以科技为基础提高了零售的效率，提升了购物体验；线上线下的有机融合拉近消费者的距离，保障了消费者的权益。在此基础上，从企业品牌形象塑造、零售渠道选择、促销策略等方面提出了对策建议。

关键词：新零售；营销现状；优化策略；胖东来

Abstract

TheretailindustryisnowoneofthemostimportantcomponentsofChinasnationaleconomy,makingasignificantcontributiontothegrossdomesticproductandnationaltaxrevenues.Therapiddevelopmentoftheretailindustryhasimprovedthequalityofpeopleslives,andasanintermediary,ithasalsodriventhedevelopmentofgrassrootsenterprises,becomingapioneeringindustrythatguidesproductionandconsumption.WiththesupportoftheInternet,bigdataandartificialintelligencehavebroughtnewchangestothetraditionalretailindustry.Howtraditionalretailenterprisescankeeppacewiththetimesandseizetheopportunitytomeetthechallengesinthecontextofnewretailisanimportantstepforenterprisestoimprovetheirefficiencyandachievebreakthroughsandsteadydevelopmentunderthewaveofthetimes.

ThispapertakesPangdonglaisupermarketasanexampletoanalyzethecurrentsituationandoptimizationstrategiesoftraditionalretailenterprisesundertheimpactofnewretailinginChina.Itisfoundthatnewretailingistheinevitableresultofthedevelopmentofthetimes.Comparedwithtraditionalretail,newretailbroadensconsumerchoiceandstimulatesconsumerdesire;technology-basedimprovestheefficiencyofretailandenhancestheshoppingexperience;organicintegrationofonlineandofflinebringsconsumerscloserandprotectsconsumersrightsandinterests.Onthisbasis,countermeasuresareproposedintermsofcorporateimageshaping,corporatemanagement,retailchannelselection,andtechnolog