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“互联网+”环境下零售企业营销效率影响因素研究——基于消费体验需求的分析 被引量:5

Research on the Factors Affecting the Marketing Efficiency of Retail Enterprises under the "Internet +" Environment——Analysis based on consumer experience needs
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摘要 “互联网+”环境下消费者的体验需求日益提高,新零售对于零售企业营销提出了新要求。本文以消费者为中心,基于消费体验需求,结合文献资料,运用调研分析方法,遴选零售企业营销效率的影响因素。把营销效率影响因素分析实践运用于零售企业的经营过程,对接“互联网+”环境下的零售营销战略,提出运用策略建议,即满足消费者的体验需求,提升零售企业营销效率。 The experience demands of the consumers have been improving under the "Internet Plus" environment. The requirements of retail innovation are strengthened. The new retail proposes the new requirements for retail enterprises. Based on the consumers focus and demands of consumption experience the paper makes use of the survey questionnaire method and selects the influence factors of retail enterprises marketing efficiency according to the documents and literatures. According to the retail enterprises’ marketing strategy under the "Internet Plus" environment the analysis of influence factors may be applied to the retail enterprises’ practical marketing activities. The aim is to meet demands of consumption experience and improve retail enterprises’ marketing efficiency.
出处 《价格理论与实践》 CSSCI 北大核心 2018年第5期143-146,共4页 Price:Theory & Practice
基金 江苏高校哲学社会科学基金资助项目(2018SJA0892) 江苏高校“青蓝工程”资助(苏教师[2017]15号).
关键词 “互联网+” 新零售业态 消费体验需求 价格体验 营销效率 "Internet +" New retail formats Demands of Consumption Experience Price experience Marketing efficiency
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