智能营销时代传统零售业转型的困境与应变之策

The Dilemmas and Countermeasures of Traditional Retail Transformation in the Era of Intelligent Marketing

当前,营销领域进入智能营销的“蝶变期”,传统零售业面临转型的时代要求,智能技术与零售商业生态的结合将产生一系列连锁反应,重新认知营销逻辑,重构消费者关系,零售结构、零售渠道和零售手段都要进行调整,其核心正是商业模式的改造。依靠各类智能技术的应用,传统零售业逐步实现运营流程智能化,具有生命力的智能零售企业将带动整体产业趋向数字化、人工智能化。然而这种转型不是轻易获得成功的,它将面临诸多困境,如传统营销思维、尚未真正建立智能营销体系、固守大众传播手段、营销策划过多遵循内流程、智能新技术融合程度低、营销渠道狭窄和渠道割裂等都会成为转型的阻力。基于此,本文认为应提高企业内部运营能力,在创建新型消费者关系、助推终端能力建设及夯实技术基础等方面寻求转型的路径突破,以供行业参考。

At present,marketing has turned into intelligent marketing,and traditional retail is facing transformation.The combination of intelligent technology and retail business ecology will produce a series of chain reactions,reconceptualizing the marketing logic,reconstructing the consumer relationship,and adjusting the retail structure,retail channels and means,the core of which is the transformation of business models.Relying on various types of intelligent technologies,traditional retail is gradually realizing the intelligence of the operation process,and intelligent retail enterprises with vitality will drive the overall industry toward digitalization and artificial intelligence.However,such a transformation is not an easy success,and it will face many diculties,such as traditional marketing thinking patterns,intelligent marketing systems not yet established,sticking to mass communication means,marketing plannings too much to follow the internal process,the integration of intelligent new technologies to a low degree,narrow marketing channels and channel fragmentation and so on,which will hinder the transformation.Based on this,this paper argues that the internal operation ability of enterprises should be improved,with a breakthrough in the paths of transformation in the creation of a new type of consumer relationship,thus boosting the terminal capacity building and consolidating the technological foundation for reference.