大数据背景下零售业社群营销发展模式探讨——以"宅经济"为例

Discussion on development model of community marketing in retail industry under background of big data—Taking"home economy"as an example

随着移动互联网的快速发展,"宅经济"得以发展迅速,在疫情的冲击下,传统零售业发展受阻,但同时催生出一系列新模式、新业态。文章探讨了"宅经济"背景下零售业社群营销模式的创新与发展,分析了"宅经济"背景下零售业开展社群营销的基础,并对零售业社群营销的主要发展模式——智能化精准营销模式、"网红经济"直播带货模式和社群拼单模式进行了分析,提出了零售业在社群营销中出现的问题及对策。

With the rapid development of the mobile internet,the"home economy"has developed rapidly.Under the impact of the epidemic,the development of traditional retail industry has been hindered,but at the same time,a series of new models and new business forms have emerged.The article discusses the innovation and development of retail community marketing mode under the background of"home economy",.analyzes the basis of retail community marketing under the background of"home economy",and analyzes the main development modes of retail community marketing intelligent precision marketing mode,"online red economy"live delivery mode and community shopping mode,and puts forward the problems and countermeasures of retail community marketing.