摘 要
随着电子商务的迅猛发展，实体店面临着前所未有的生存挑战。客流量显著减少、市场竞争激烈、品牌形象受损以及营销效果不佳等问题，成为制约实体店持续发展的主要因素。在这一背景下，实体店需重新审视营销策略，寻找新的发展出路。本文首先分析了实体店面临的生存困境，指出电子商务的兴起导致消费者购物习惯的改变，使得实体店客流量大幅减少，销售额下滑。同时，激烈的市场竞争使得实体店在价格、品质、服务等方面难以获得优势。此外，品牌形象受损和营销效果不佳也加剧了实体店的困境。针对这些问题，本文提出了相应的营销策略。首先，实体店应加强与电子商务的融合，通过线上线下联动的方式吸引消费者。其次，实施差异化竞争策略，通过产品、价格、服务等方面的创新，提升市场竞争力。同时，重塑品牌形象，加强品牌宣传和推广，提高品牌知名度和美誉度。最后，创新营销策略，运用新媒体、联合营销等手段，提高营销效果。通过这些策略的实施，实体店有望在电子商务盛行的时代中，找到新的发展机遇，实现可持续发展。
关键词：电子商务；实体店；生存困境
Abstract
With the rapid development of e-commerce, physical stores are facing unprecedented survival challenges. Problems such as significantly reduced customer flow, fierce market competition, damaged brand image and poor marketing effect have become the main factors restricting the sustainable development of physical stores. In this context, physical stores need to re-examine their marketing strategies and find a new way out for development. This paper first analyzes the survival difficulties faced by physical stores, and points out that the rise of e-commerce leads to the change of consumers' shopping habits, which greatly reduces the customer flow of physical stores and the decline of sales. At the same time, the fierce market competition makes it difficult for physical stores to gain advantages in price, quality, service and other aspects. In addition, the damaged brand image and poor marketing results also aggravate the plight of brick-and-mortar stores. In view of these problems, this paper puts forward the corresponding marketing strategy. First of all, physical stores should strengthen the integration with e-commerce, and attract consumers through online and offline linkage. Secondly, differentiated competition strategies should be implemented to enhance market competitiveness through innovation in products, prices, services and other aspects. At the same time, reshape the brand image, strengthen brand publicity and promotion, improve brand awareness and reputation. Finally, innovate marketing strategies, use new media, joint marketing and other means to improve the marketing effect. Through the implementation of these strategies, physical stores are expected to find new development opportunities and achieve sustainable development in the era of popular e-commerce.
Keywords: E-commerce; physical stores; survival dilemma
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 电子商务相关概述 3
2.1 电子商务的主要模式 3
2.1.1 B2B 3
2.1.2 B2C 3
2.2 当前电子商务市场的特点 4
2.2.1 普及性 4
2.2.2 智能化 4
2.3 当前电子商务市场的规模 5
2.3.1 主要市场占比 5
2.3.2 特定产品领域 5
第3章 电子商务对零售业的影响 6
3.1 对零售业市场份额的侵占 6
3.2 对零售业竞争格局的重塑 6
3.3 对零售业发展战略的转变 7
第4章 实体店生存困境的深入分析 8
4.1 客流量显著减少 8
4.2 市场竞争激烈 8
4.3 品牌形象受损 8
4.4 营销效果不佳 9
第5章 电子商务盛行时代实体店营销策略探讨 10
5.1 线上线下融合营销 10
5.2 提供定制化服务 10
5.3 重塑品牌形象 11
5.4 开展联合营销活动 11
结 论 12
参考文献 13
