新零售业态下企业营销模式分析——以小米公司为例

Analysis of Enterprise Marketing Model under the New Retail Format: Taking MI Company as an Example

随着21世纪随着互联网的快速发展,越来越多国人走进互联网大门。近年来,零售业的竞争强度不断升级,传统零售企业遭遇电商渠道进攻、产品成本增长和消费升级,出现了收入增长趋缓、利润下滑、门店持续关闭等不佳状况。在电商迅猛发展的市场中,传统零售企业开始寻求新的转型之路。新零售产业在强大互联网的背景支持下,利用大数据、人工智能技术等现代科技,对产品的生产、物流和销售环节展开全面升级,对其商业结构和生态圈进行调整,线上线下交相呼应,完成零售企业转型。新零售的出现给现代企业营销带来又一思路。

With the rapid development of the Internet in the 21st century,more and more people come into the Internet.In recent years,the intensity of competition in the retail industry has continued to escalate.Traditional retail enterprises have encountered e-commerce channel attacks,product cost growth and consumption upgrades,and have appeared poor conditions such as slower revenue growth,lower profits,and continued store closures.In a rapidly evolving market for e-commerce,traditional retail companies are beginning to seek new ways of transformation.Supported by a strong Internet background,the new retail industry uses modern technologies,such as big data and artificial intelligence technology,to comprehensively upgrade the production,logistics and sales of products,adjust its business structure and ecosystem,and achieve online and offline interaction,and complete the transformation of retail enterprises.The emergence of new retail brings another idea to modern enterprise marketing.