新零售业态下大连文化综合体营销问题及对策研究  

Research on the Marketing Problems and Countermeasures of Dalian Cultural Complex under the New Retail Format

作　　者：董超 葛晓鸣[1] Dong Chao;Ge Xiaopeng(Liaoning University of international Business and Economics,Lushun Liaoninag 116052)

机构地区：[1]辽宁对外经贸学院,辽宁旅顺116052

出　　处：《对外经贸》2020年第7期48-51,共4页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：2019年度辽宁省大学生创新创业训练计划项目“新零售业态下的大连文化综合体经营现状调查及营销对策研究(201910841052)”。

摘　　要：新零售的到来,给传统产业经营方式带来了巨大冲击,促使包括文化产业在内的传统产业不得不面对挑战、寻求机遇。文化综合体面对新零售的冲击,为求得生存、寻求发展,正视自身经营存在的问题,寻找解决途径变得日益迫切。本文以大连文化综合体产业为研究对象,针对在其发展中遇到的不重视宣传推广,品牌知名度低;不能合理的运用“大数据”;消费者对服务满意度低,体验式服务不够完善等问题,尝试使用加大宣传力度,利用多手段共同推广,提升品牌知名度;合理运用大数据;提高体验服务水平,提升顾客满意度等方法应对其发展中遇到的问题,以期望推动大连文化综合体突破发展瓶颈,尽快适应新零售环境。the arrival of new retail,to the traditional industry management mode has brought a huge impact,prompting the traditional industry including the cultural industry has to face the challenge,to seek opportunities.In the face of the impact of new retail,it becomes increasingly urgent for cultural complex to find solutions in order to survive,seek development and face up to the problems existing in its own operation.This paper takes the cultural complex industry in dalian as the research object,aiming at those encountered in its development.(2)can't reasonably use"big data";(3)consumers'satisfaction with the service is low,the experiential service is not perfect,etc.,try to use(1)to increase the publicity,use multiple means to promote together,improve brand awareness;(2)rational use of big data;(3)improve the level of experience service,improve customer satisfaction and other methods to deal with the problems encountered in its development,so as to push dalian cultural complex to break through the development bottleneck and adapt to the new retail environment as soon as possible.

关 键 词：新零售 文化综合体 营销创新 新媒体 大数据、 

分 类 号：F724.2[经济管理—产业经济]