消费升级背景下中国传统快消品品牌的营销对策研究  

Research on the Marketing Countermeasures of Chinese Traditional FMCG Brands under the Background of Consumption Upgrade

作　　者：陈欣欣[1] CHEN Xin-xin(Sanya University,Sanya,Hainan 572022)

机构地区：[1]三亚学院,海南三亚572022

出　　处：《江苏商论》2022年第1期8-10,共3页Jiangsu Commercial Forum

摘　　要：在经济全球化不稳定和全球产业供应链调整的大背景下,我国即将开启全面建设社会主义现代化国家的新征程,将要迈入从“数量追赶”转为“质量追赶”的高质量发展阶段。新时期我国消费环节的重心是扩大内需和推动消费升级。在这样的环境下,中国传统快消品品牌必须不断创新,才能顺应时代发展的潮流。本文通过对消费升级背景下传统快消品品牌发展困境的分析,提出营销创新的对策,希望为传统快消品品牌继续在新的消费升级环境下破浪前行提供实践启示。Against the background of unstable economic globalization and global industrial supply chain adjustments,my country is about to embark on a new journey of building a modern socialist country in an all-round way,and is about to enter the high-quality development from“quantity catch-up”to“quality catch-up”stage.The focus of my country's consumption link in the new era is to expand domestic demand and promote consumption upgrades.In this environment,Chinese traditional fast-moving consumer goods brands must continue to innovate in order to conform to the trend of the times.Based on the analysis of the development dilemma of traditional FMCG brands in the context of consumption upgrading,this paper proposes marketing innovation countermeasures,hoping to provide practical enlightenment for traditional FMCG brands to continue to break through the waves in the new consumption upgrade environment.

关 键 词：消费升级 快消品 营销策略 

分 类 号：F71[经济管理—产业经济]