新零售背景下区域性连锁超市营销策略研究  

Research on the Marketing Strategy of Regional Chain Supermarkets under the Background of New Retail

作　　者：高建新[1] 赵攀 GAO Jian-xin;ZHAO Pan(Luoyang Institute of Science and Technology,Luoyang 471023,China;Northwest University of Political Science and Law,Xi'an 710063,China)

机构地区：[1]洛阳理工学院,洛阳471023 [2]西北政法大学,西安710063

出　　处：《价值工程》2021年第17期3-4,共2页Value Engineering

摘　　要：随着新零售模式的兴起,对连锁超市的发展起到重要作用,也推动了新零售背景下连锁超市的营销策略完善与发展。本文主要对我国部分连锁超市市场营销策略进行考察研究。通过营销环境进行分析,针对在营销策略中存在的问题进行深入思考,在此基础上,根据新时代零售业行情提出营销策略。With the rise of the new retail model,it has played an important role in the development of chain supermarkets,and has also promoted the improvement and development of chain supermarkets'marketing strategies under the background of new retail.This article mainly investigates and studies the marketing strategies of some chain supermarkets in China.This article analyzes the marketing environment and thinks deeply about the problems in the marketing strategy,and on this basis,proposes marketing strategies based on the retail market in the new era.

关 键 词：新零售背景下 连锁超市 营销环境 营销策略 

分 类 号：F713.3[经济管理—产业经济]