北京花卉新零售营销模式研究

Research on Beijing Flower New Retail Marketing Model

随着人民生活水平的不断提高,花卉作为一种精神代表物受到了大众的追捧。互联网的出现和快速发展也带动了新事物的发展。在花卉市场中,以往传统的营销模式已经无法与时俱进,只有改变花卉的营销模式才能满足消费者的购买需求。因此从新零售角度出发,分析北京花卉零售现有模式,如短视频营销模式、社群线上App拼单模式、线上线下融合模式以及“创意+”模式,从中发现其存在的问题,并据此提出有效促进花卉消费的营销建议。

With the continuous improvement of people's living standards,flowers as a spiritual representative have been sought after by the public.The emergence and rapid development of the Internet has also led to the development of new things.In the flower market,the traditional marketing model has been unable to keep pace with the times.Only by changing the flower marketing model can the purchase needs of consumers be met.Therefore,from the perspective of new retail,this article analyzes existing models in Beijing flower market such as short video marketing model,community online App ordering model,online and offline integration model,and“creative+”model,and finds its problems and proposes accordingly.Marketing suggestions to effectively promote flower consumption.