基于新零售的鲜花店营销模式研究——以“爱花居”为例  

Research on the Marketing Model Based on New Retail- Taking "AiHuaju" Flower Shop as an Example

作　　者：薛芳 刘蓉 陈柯心 Xue Fang;Liu Rong;Chen Kexin(Qingdao City University,Qingdao 266000,Shandong,China)

机构地区：[1]青岛城市学院,山东青岛266000

出　　处：《绿色科技》2024年第9期228-234,共7页Journal of Green Science and Technology

摘　　要：新零售的营销方式是利用大数据、人工智能等先进媒体技术实现渠道资源的整合,消费群体的划分,准确把握消费需求,提高客户转化率和回购率,有效解决传统线下渠道对营业时间和空间的限制,使客户资源在最大限度上进行聚集,在此背景下研究花店的营销模式具有现实意义和价值。采用文献研究法和调查法,通过搜集相关文献资料进行总结梳理,以及对消费者需求进行调查,进一步了解新零售时代下花店行业发展的机遇和挑战,提出了鲜花店的营销模式主要包括把消费者的需求放在第一位,加强体验式营销,提高顾客的购物体验,将线上平台和线下平台紧密地结合在一起,实现共同发展,提高物流服务水平等,使花店业获得新发展,创造新的价值。The marketing method in the new era of retail is to use advanced media technologies such as big data and artificial intelligence to realize the integration of channel resources,divide consumer groups,accurately grasp consumer demand,improve customer conversion rate and buyback rate,and effectively solve the restrictions of traditional offline channels on business hours and space,so that customer resources can be gathered to the greatest extent.Under this background,it is of practical significance and value to study the florist's marketing model.The main research methods of this paper include literature research method and investigation method.By collecting relevant literature,summarizing and combing,and investigating consumer demand,the opportunities and challenges of the development of florists in the new retail era can be further understood.It is proposed that the marketing mode of flower shops should put consumer demand in the first place,strengthen experiential marketing,and improve customers'shopping experience.The online platform and offline platform are closely combined to achieve common development,improve the level of logistics service,etc.,so that the flower shop industry can obtain new development and create new value.

关 键 词：新零售 花店 线上线下 营销模式 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]