消费升级背景下新零售社群营销的发展逻辑及策略

Development Logic and Strategy of New Retail Community Marketing Under the Background of Consumption Upgrading

消费升级背景之下,需对新零售的社群营销发展逻辑进行梳理,零售商应该明确消费升级所表现出来的新特征,以及运用一些新的手段,优化传统社群营销当中的组成部分。零售商应该从挖掘品牌的价值以及深化运营模式的角度,增强消费者的参与感,让消费者的个性化需求能够在新零售社群营销的过程中得到满足,真正符合人的个性化需求,从而推动消费升级背景之下新零售行业的发展。

Under the background of consumption upgrading,it is necessary to sort out the development logic of community marketing of new retail.Retailers should clarify the new features of consumption upgrading and use some new means to optimize the components of traditional community marketing.Retailers should enhance the sense of participation of consumers from the perspective of mining brand value and deepening the operation mode,so that the personalized needs of consumers can be met in the process of new retail community marketing,and truly meet the personalized needs of people,so as to promote the development of new retail industry under the background of consumption upgrading.