新零售背景下农产品零售的营销问题与对策

• 作者： 王子豪 ¹
• 作者单位：
  1.  山东财经大学燕山学院
• 通讯作者： 王子豪 
• 发布时间：2024-06-20

摘要: 当下我国互联网经济和现代信息技术迅速发展，不断涌现出各种各样的电商平台，它们迅速抢占线上市场并对线下实体店的生存带来威胁。经过多年的发展线上市场空间被极大程度的压缩，电商平台发展受到阻碍从而逐渐转战线下，或与各大型实体零售业合作，或自行发展线下实体，在此背景下，“新零售”商业模式应运而生文以农产品零售为例，通过分析农产品零售的营销策略，得出其营销策略所存在的问题，站在新零售的视角下对农产品零售的营销策略改进提出建议，用新零售的方法改进农产品零售，充分发挥新零售的积极作用提高农产品销售转化率。

Abstract: The rapid development of the internet economy and modern information technology in our country has led to the emergence of various e-commerce platforms, which have quickly occupied the online market and posed a threat to the survival of offline physical stores. After years of development, the online market space has been greatly compressed, and the development of e-commerce platforms has been hindered, thus gradually shifting to offline operations, either cooperating with large-scale physical retailers or developing their own offline entities. In this context, the “New Retail” business model has emerged. Taking the retail of agricultural products as an example, by analyzing the marketing strategies of agricultural product retail, this paper identifies the problems existing in these strategies and proposes suggestions for their improvement from the perspective of new retail. By using the methods of new retail to improve the retail of agricultural products, we can give full play to the positive role of new retail and increase the sales conversion rate of agricultural products.

• 来自： 王子豪
• 分类： 工商管理学 >> 企业管理
• 稿件状态： 未投稿
• 引用： PSSXiv:202406.00389 (或此版本 PSSXiv:202406.00389V1)
  DOI:10.12451/202406.00389
  CSTR:32012.36.PSSXiv.202406.00389
• 推荐引用方式： 王子豪.新零售背景下农产品零售的营销问题与对策.哲学社会科学预印本平台:https://zsyyb.cn/abs/202406.00389.[PSSXiv:202406.00389V1] (点此复制)