疫情常态化下零售企业的消费场景转变  

Analysis on the Change of Consumption Scene of Retail Enterprises Under the New normal of Epidemic Situation

作　　者：叶小芬[1] 郭志贤[1] YE Xiao-fen;GUO Zhi-xian(Zhujiang College,South China Agricultural University,Guangzhou 510900,China)

机构地区：[1]华南农业大学珠江学院,广东广州510900

出　　处：《哈尔滨师范大学社会科学学报》2020年第4期72-76,共5页Journal of Social Science of Harbin Normal University

基　　金：广东省教育厅2017年重点平台及科研项目“高校参与场景化消费带动广州商贸流通转型路径的研究”(2017GXJK241)。

摘　　要：2020年年初,新型冠状病毒肺炎席卷全球。伴随疫情进入常态化,公众场合人流骤减,对零售企业带来巨大负面影响。文章基于营销渠道、营销主题、广告媒介及定价策略等四个方面剖析疫情常态化下零售企业场景转变的必要性,并依次提出相应措施以期帮助零售企业更好应对疫情带来的负面冲击。Novel coronavirus swept the globe in early 2020.With the normalization of the epidemic situation,the traffic of people in public places has decreased sharply,which has brought great negative impact on retail enterprises.Based on the marketing channel,marketing theme,advertising media and pricing strategy,this paper analyzes the necessity of scene change of retail enterprises under the normalization of epidemic situation,and puts forward corresponding measures in order to help retail enterprises better cope with the negative impact of the epidemic.

关 键 词：疫情常态化 零售企业 消费场景转变 

分 类 号：F2[经济管理—国民经济]