自媒体时代实体店铺的营销转型策略研究

Research into the marketing transformation strategy of entity shops in the we-media age

随着高科技和互联网的快速发展,传统媒体已不再适应市场新的需求变化,自媒体时代应运而生。面对互联网的冲击,实体店铺必须创新营销策略,借力自媒体转型发展。从自媒体的内涵及特征出发,分析了自媒体时代实体店铺面临的主要问题,并从互动、体验、鼠标+水泥、社区、定制、文化等六个方面阐述了自媒体时代实体店铺的营销转型策略。

With the quick development of advance technology and Internet,the traditional media does not suit the new market demand change,therefore the we-media age comes into being. Faced with the impact of Internet,entity shops must innovate the marketing strategy and do transformation by means of we-media. This paper demonstrates the connotation and characteristics of we-media,analyses the major problems of entity shops and discusses the marketing transformation strategy of entity shops in the we-media age in terms of interaction,experience,mouse ＋ cement,community,customization and culture.