文章基本信息

标题：The Digital Sales Transformation Featured by Precise Retail Marketing Strategy
本地全文：下载
作者：Guoan ZHU ; Xue GAO
期刊名称：Expert Journal of Marketing
印刷版ISSN：2344-6773
出版年度：2019
卷号：7
期号：1
页码：72-76
出版社：Sprint Investify
摘要：In the context of digital marketing mode, the traditional retail industry encounters unprecedented impact and competitive edges of traditional marketing are disappearing. This paper comprehensively explores and analyzes retail precision marketing strategies based on the digital marketing model. Firstly, the predicament faced by the traditional retail industry from the aspects of commodity and consumer, sales technology and sales thinking is analyzed. Secondly, the strategic implementation of precision marketing in retail industry is presented. Finally, cases of precision marketing applications in reality are studied to analyze the digital marketing mode in three aspects: customer segmentation in marketing market, positioning of shopping basket and targeted customer marketing. It is demonstrated that using big data, changing the traditional marketing mode, implementing precise marketing strategy, accurately gathering limited marketing resources to valuable customers, and establishing a new marketing mode are of great significance for long-term sustainable development in the era of new retail.
关键词：Big data; Digital Marketing Mode; Precision Marketing; Retailing; Sustainable development