新零售时代消费者行为模式与变革趋势研究  

Research on Consumer Behavior Patterns and Transformation Trends in the New Retail Era

作　　者：陈璐璐 Chen Lulu(Inner Mongolia Honder College of Arts and Sciences,Hohhot,Inner Mongolia 010070)

机构地区：[1]内蒙古鸿德文理学院,内蒙古呼和浩特010070

出　　处：《中国商论》2024年第20期7-10,共4页China Journal of Commerce

摘　　要：新零售时代下,消费者行为模式发生显著变革,企业营销战略亟须调整以适应个性化、智能化的消费需求。文章深入分析了流量红利消退、Z世代崛起、个性化需求兴起、社交电商发展、消费者购物习惯转变等消费者行为特征和消费者行为模式改革,探讨了数据驱动的消费者洞察、线上线下融合营销模式、构建服务生态系统等战略调整。因此,企业需通过数字化技术提升消费者体验,实现品牌重塑,同时注重隐私保护与数据安全,以赢得消费者信任,推动可持续发展。In the new retail era,the consumer behavior pattern has undergone significant changes,and the enterprise marketing strategy needs to be adjusted to meet the personalized and intelligent consumer demand.The article provides an in-depth analysis of the decline in traffic dividends,the rise of Generation Z,the emergence of personalized demand,the development of social e-commerce,and shifting consumer shopping habits.It explores strategic adjustments such as data-driven consumer insights,online-offline integrated marketing models,and building service ecosystems.Accordingly,companies need to enhance consumer experience through digital technology,achieve brand revitalization,and prioritize privacy protection and data security to earn consumer trust and drive sustainable development.

关 键 词：新零售 消费者行为 数字化营销 服务生态系统 

分 类 号：F063.2[经济管理—政治经济学] F062.9