新零售背景下休闲食品行业的营销模式创新研究

Research on Marketing Model Innovation of Snack Food Industry under the Background of New Retail

摘要: 本文探讨了新零售背景下休闲食品行业的营销模式创新。随着新零售模式的兴起，休闲食品行业传统营销模式逐渐显现出局限性。文章分析了新零售的内涵与休闲食品行业的现状与发展趋势，指出传统营销模式如广告营销、促销活动和经销商模式在新零售背景下的困境。进而提出全渠道营销、精准营销、体验营销和社交营销等创新方向，为休闲食品行业的转型升级提供参考。

Abstract: This paper discusses the marketing model innovation of snack food industry under the background of new retail. With the rise of the new retail model, the snack food industry is facing unprecedented changes, and the traditional marketing model is gradually showing its limitations. This paper ana-lyzes the connotation of new retail and the status quo and development trend of snack food industry, and points out the dilemma of traditional marketing models such as advertising marketing, promo-tional activities and distributor model under the background of new retail. And then put forward omnichannel marketing, precision marketing, experience marketing and social marketing and other innovative directions, to provide reference for the transformation and upgrading of snack food industry.