“互联网+”背景下乳制品网络营销策略优化研究基于4R营销理论  

Optimization of dairy products network marketing strategy under the background of“Internet+” Based on the 4R marketing theory

作　　者：陈自杰 董晓霞[1] 彭华[1] 余泽田 朱敬慧 CHEN Zijie;DONG Xiaoxia;PENG Hua;YU Zetian;ZHU Jinghui(Agricultural Information Instisute,Chinese Academy of Agricultural Sciences,Beijing 100081,China;Beijing University of Agriculture,Beijing 102206,China)

机构地区：[1]中国农业科学院农业信息研究所,北京100081 [2]北京农学院,北京102206

出　　处：《上海农业学报》2024年第4期99-103,共5页Acta Agriculturae Shanghai

基　　金：中国农业科学院农业信息研究所2023年度科技创新工程项目(CAAS-ASTIP-2023-AII)。

摘　　要：随着生活方式和消费习惯的变化,我国城乡居民对乳制品的消费需求日益增长,网络资源在乳制品营销中的巨大优势也逐渐凸显。结合4R营销理论,分析“互联网+”背景下我国乳制品网络营销的现状及存在问题,提出乳品企业可运用该理论进行网络营销策划:在反应(Reaction)方面,通过市场细分,实施差异化营销策略;在关联(Relevance)方面,强调体验营销,创造与消费者的联系;在关系(Relationship)方面,拓宽营销渠道,稳定与消费者之间的联系;在回报(Reward)方面,创新战略布局,获得回报,并最终形成一套适应自身的企业营销策略。With the changes in lifestyle and consumption habits,the consumption demand for dairy products in China's urban and rural residents is growing,and the great advantages of network resources in dairy marketing have gradually come to the fore.Using the 4R marketing theory,this paper analyzes the current situation and problems of dairy network marketing in China under the background of“Internet+”,and proposes that dairy enterprises can use the 4R marketing theory for planning when carrying out network marketing:In terms of reaction,through market segmentation,implement differentiated marketing strategies;In terms of association,emphasize on experience marketing,create association with consumers;In terms of relationship,broaden marketing channels,stabilize the connection with consumers;In terms of return,innovate strategic layout,obtain return,and finally form a set of marketing strategies adapted to their own enterprises.

关 键 词：互联网+ 乳制品 网络营销 策略优化 4R营销理论 

分 类 号：F274[经济管理—企业管理]