摘要
宅经济是互联网时代发展的产物,其本质是互联网经济。宅经济、宅文化的快速发展,使线下零售业受到了巨大冲击。在这一背景下,消费者的需求也产生了一些变化,由物质消费为主转变为物质消费与精神消费并重,消费中更多地参考了网络大数据信息,且越来越重视线上营商环境与消费体验。在宅经济背景下,消费需求的变化为零售业开展社群营销奠定了基础,促进了零售业社群营销的发展。零售企业应积极构建新的社群营销模式,以更好地适应社群需求,提高社群消费者的满意度,进一步提升社群营销效益。
Hometown economy is the product of the development of the Internet era,and its essence is Internet economy.With the rapid development of house economy and otaku culture,the development of offline retail industry has been greatly impacted.Under this background,the demand of consumers has also changed:from material consumption to material consumption and spiritual consumption,more reference is made to online big data information in consumption,and more and more attention is paid to online business environment and consumption experience.Under the background of housing economy,the change of consumer demand has laid the foundation and promoted the development of community marketing in retail industry,but at the same time,it has brought certain threats to the development of community mar-keting in retail industry.Retail enterprises should actively build a new community marketing model to better meet the needs of the community and improve the satisfaction of community consumers,so as to further enhance the benefits of community marketing.
作者
肖青
XIAO Qing(Hunan International Economics University,Changsha 410205,China)
出处
《移动信息》
2023年第4期49-51,共3页
MOBILE INFORMATION
基金
2022年度湖南省大学生创新创业训练计划项目《宅经济背景下零售业的社群营销模式研究》的阶段性研究成果。
关键词
互联网时代
大数据技术
宅经济
消费者
零售业
社群营销
Internet age
Big data technology
House economy
Consumers
Retail trade
Community marketing
