新零售背景下饲料企业电子商务营销策略研究

Research on the marketing strategy e-commerce of feed industry in China under the background of new retail and countermeasures

互联技术的不断发展衍生出新零售,其是一种融合线上线下全渠道,以用户为核心的全新销售模式。本文从饲料企业电商销售平台、饲料企业品牌、物流配送渠道、受众客户四个方面研究了新零售背景下影响我国饲料企业电子商务的因素。结果显示,饲料企业电商平台的服务,饲料企业品牌意识,饲料物流行业效率低,终端顾客的购物方式转变都会影响我国饲料企业的电子商务发展。对此,提出了相应的营销策略。

New retail is a new sales mode with users as the core of online and offline Omni channel integration.This paper studied the marketing strategy which improve the e-commerce of feed enterprises under the background of new retail from the four aspects of feed enterprises e–commerce platform,feed enterprises bland,low efficiency of logistics and terminal customers.It showed that the service of feed enterprises e-commerce platform,the concept of feed enterprises brand,the speed and quality of logistics,and the change of customers'shopping mode could affect the development of e-commerce of feed enterprises in China.In this regard,this paper put forward the corresponding suggestions.