新零售视角下创意产品营销的创新研究

Innovative Research on Creative Product Marketing from the Perspective of New Retail

随着经济社会的发展,消费者需求渐趋多元,彰显消费者个性的创意产业热度不断上升。创意产品作为创意产业的重要组成部分,呈现出蓬勃发展态势,但同时也面临着巨大的营销压力与挑战。新零售是当下零售业的发展趋势和创新方向,能有效降低创意产品营销渠道局限带来的负面影响,提高创意产品的市场竞争力和消费者满意度。针对创意产品的营销困境,本文认为企业应主动拥抱新零售浪潮,分析创意产品营销的现状和问题,结合并利用新零售的概念、特征和优势,以实现创意产品营销创新,提升营销效率。

With the development of the economy and society and the diversification of consumers’demands,the creative industry,which can show consumers’individuality,has been on the rise.Creative products,as an important part of the creative industry,also show a booming development trend,but at the same time,they also face great marketing pressure and challenges.New retail is the development trend and innovation direction of the current retail industry,which can effectively reduce the negative impact of the limitations of marketing channels for creative products,and improve the market competitiveness and consumer satisfaction of creative products.Given the marketing dilemmas of creative products,it is proposed that enterprises should take the initiative to embrace the wave of new retail,analyze the current situation and problems of creative product marketing,combine and make use of the concepts,characteristics and advantages of new retail to achieve creative product marketing innovation and improve marketing efficiency.