疫情常态化下零售企业的消费场景转变

Analysis on the Change of Consumption Scene of Retail Enterprises Under the New normal of Epidemic Situation

2020年年初,新型冠状病毒肺炎席卷全球。伴随疫情进入常态化,公众场合人流骤减,对零售企业带来巨大负面影响。文章基于营销渠道、营销主题、广告媒介及定价策略等四个方面剖析疫情常态化下零售企业场景转变的必要性,并依次提出相应措施以期帮助零售企业更好应对疫情带来的负面冲击。

Novel coronavirus swept the globe in early 2020.With the normalization of the epidemic situation,the traffic of people in public places has decreased sharply,which has brought great negative impact on retail enterprises.Based on the marketing channel,marketing theme,advertising media and pricing strategy,this paper analyzes the necessity of scene change of retail enterprises under the normalization of epidemic situation,and puts forward corresponding measures in order to help retail enterprises better cope with the negative impact of the epidemic.