新零售背景下实体零售百货公司营销策略研究

Marketing Strategies of Physical Retail Department Store Companies Under the Background of New Retail

长期以来,实体零售百货公司面临经营成本上升、零售百货电商兴起以及线下拓客困难等困境,而新零售形态依托于互联网,通过大数据分析使企业更加清晰地了解消费者需求、市场行情、物流渠道方式等情况,为消费者提供更加便捷、舒适的购物体验。通过引入新零售概念,分析新零售背景下实体零售百货公司的营销现状,为实体零售百货公司提供有效的营销策略,帮助实体零售百货公司更好地满足目标消费者需求、扩大品牌影响力、提升销售业绩等提供理论参考。

For a long time,physical retail department stores have faced difficulties such as rising operating costs,the rise of retail department store e-commerce,and difficulties in offline customer expansion.The new retail form relies on the Internet.Through Big data analysis,enterprises have a clearer understanding of consumer demand,market conditions,logistics channels and other situations,providing consumers with a more convenient and comfortable shopping experience.By introducing the concept of new retail and analyzing the current marketing situation of physical retail department stores in the context of new retail,effective marketing strategies are provided to help physical retail department stores better meet the needs of target consumers,expand brand influence,and improve sales performance,providing theoretical reference.