浅析好利来的营销策略  

Analysis of Haolilai’s Marketing Strategies

作　　者：王泽华 

机构地区：[1]南京林业大学马克思主义学院,江苏 南京

出　　处：《电子商务评论》2024年第2期730-735,共6页E-Commerce Letters

摘　　要：在流量化的时代,烘培市场蓬勃发展,甜品在年轻人心目中地位越来越重要。近年来,好利来线下门店数量告别了之前急剧扩张的时代,迎来了“少而精”的总部直营店时代。但好利来想在急剧变化的消费市场中始终保持竞争优势,需要不断创新营销策略。好利来现有的营销策略存在急需完善和改进之处,产品是企业身处市场洪流立于不败之地的基础,那么营销策略则是企业进一步发展壮大的利器。In the era of flow, the baking market is flourishing and dessert is becoming increasingly important in the minds of young people. In recent years, the number of offline stores of Haolilai has bid farewell to the era of rapid expansion and ushered in the era of “few but excellent” headquarters direct operated stores. But in order to maintain a competitive advantage in the rapidly changing consumer market, Haoli needs to constantly innovate its marketing strategies. Products are the foundation for enterprises to stand invincible in the market trend, and marketing strategies are the weapon for enterprises to further develop and grow.

关 键 词：好利来 营销方式 营销策略 

分 类 号：F27[经济管理—企业管理]