新零售背景下休闲食品零售业的转型发展研究——以牛浪汉品牌为例

Research on the Transformation Development of Snack Food Retail under the Background of New Retail--Taking Niulanghan Brand as an Example

近年来,许多传统线下的休闲食品零售企业面临衰退,依托网络销售的电商线上增长也遭遇瓶颈,线上线下结合的新零售销售模式为企业的发展提供了方向,休闲食品的零售升级已是大势所趋。本文以重庆莉莱食品有限公司旗下牛浪汉品牌为例,分析其现存的营销问题,提出新零售视角下可行的转型发展策略及相关具体实施路径。

In recent years,many traditional offline snack food retail enterprises are facing the dangerous of recession,and the online growth of e-commerce relying on online sales has also encountered bottlenecks.The new retail sales model combining online and offl ine provides a direction for the development of enterprises.The retail upgrade of snack food has been the general trend.This paper takes Chongqing Lilai Food Co.,Ltd.’s Niulanghan brand as an example,analyzes its existing marketing problems,and puts forward its feasible transformation development strategy and relevant specifi c implementation path under the new retail perspective.