新零售视角下心意礼品的营销渠道创新研究  

Research on Marketing Channel Innovation of Thoughtful Gift from the Perspective of New Retail

作　　者：颜超弟 陈嘉仕 曾东杰 王海飞[1] 

机构地区：[1]肇庆学院,经济与管理学院,广东 肇庆

出　　处：《世界经济探索》2021年第4期118-124,共7页World Economic Research

摘　　要：“新零售”模式为礼品的销售提供了全新的渠道。在传统销售渠道下,消费者获得一件合乎心意的礼品不仅需要面对信息不对称的问题,而且难以实现满意度的最大化。针对传统营销模式下礼品营销渠道开发和建设不完善、线上线下互动性差、商品信息流通存在障碍等问题,我们基于新零售理论,通过对国内外学者有关新零售研究的梳理,结合礼品行业的营销现状,剖析礼品营销渠道现存的问题,对心意礼品的营销渠道进行探索,提出心意礼品营销渠道创新的设想。The “New Retail” model provides a new channel for gift sales. In traditional sales channels, consum-ers not only need to face the problem of information asymmetry when they get a gift that suits their hearts but also it is difficult to maximize their satisfaction. In view of the traditional marketing mode of gift marketing channel development and construction that is not perfect, poor online in-teractive information, commodity circulation problems such as obstacles, based on the theory of new retail through the domestic and foreign scholars on the new retail research, we combine with the gift industry marketing present situation, analyze the present existing problems of marketing channel, and make a study of heart gift of marketing channel to put forward the idea of marketing channel innovation of gift.

关 键 词：新零售模式 心意礼品 营销渠道创新 

分 类 号：F42[经济管理—产业经济]