数字化时代传统零售业转型中的营销问题与对策
摘 要
数字化转型是指企业通过采用数字技术重塑业务模式和流程的过程，其特点包括高效性、灵活性和数据驱动。在数字化时代，传统零售业迎来了诸多机遇，如个性化与精准营销的实现，线上线下融合的新零售模式探索，以及数据驱动决策带来的运营效率提升。然而，转型过程中也面临着营销问题，如忽视消费者需求变化、营销内容创新不足、品牌老化与认知脱节，以及营销手段的传统化。为应对这些挑战，传统零售业需深入了解消费者需求偏好，制作创意化营销内容，重塑品牌形象，并增加互动营销方式。通过这些对策，传统零售业能更好地适应数字化时代，提升市场竞争力，实现可持续发展。
关键词：数字化转型；传统零售业；营销挑战
MARKETING PROBLEMS AND COUNTERMEASURES IN THE TRANSFORMATION OF TRADITIONAL RETAIL INDUSTRY IN THE DIGITAL AGE
ABSTRACT
Digital transformation refers to the process in which companies remodel their business models and processes by adopting digital technology, which is characterized by efficiency, flexibility and data-driven. In the digital era, the traditional retail industry has welcomed many opportunities, such as the realization of personalized and precision marketing, the exploration of new retail models integrating online and offline products, and the improvement of operational efficiency brought about by data-driven decisions. However, in the process of transformation, there are also marketing problems, such as ignoring the change of consumer demand, the lack of marketing content innovation, the disconnection between brand aging and cognition, and the traditionalization of marketing means. To meet these challenges, traditional retail needs to deeply understand consumer preferences, produce creative marketing content, reshape its brand image, and increase interactive marketing methods. Through these countermeasures, the traditional retail industry can better adapt to the digital era, enhance the market competitiveness, and achieve sustainable development.
KEY WORDS：Digital transformation;the traditional retail industry;the marketing challenges
目 录
摘 要 I
ABSTRACT II
第1章 绪论 1
1.1 研究背景及意义 1
1.2 研究目的和内容 1
1.3 国内外研究现状 1
第2章 数字化转型相关概述 3
2.1 数字化转型的定义 3
2.2 数字化转型的特点 3
2.3 数字化转型的理论基础 3
第3章 数字化时代传统零售业转型带来的机遇 5
3.1 个性化营销与精准营销的可能性 5
3.2 线上线下融合的新零售模式探索 5
3.3 数据驱动决策与运营效率提升 5
第4章 传统零售业转型中的营销问题分析 7
4.1 忽视消费者需求变化 7
4.2 营销内容创新不足 7
4.3 品牌老化与认知脱节 7
4.4 营销手段传统化 8
第5章 数字化时代传统零售业营销对策探索 9
5.1 深入了解消费者需求偏好 9
5.2 制作创意化营销内容 9
5.3 重塑品牌形象 9
5.4 增加互动营销方式 10
第6章 结论 11
参考文献 12
致 谢 13
