新零售背景下良品铺子休闲食品营销策略的转型与优化路径探索

Exploration of the Transformation and Optimization Path of BESTORE’s Leisure Food Marketing Strategy under the Background of New Retail

摘要: 休闲食品作为快消费的重要组成部分，拥有庞大的消费群体。随着经济的持续增长和民众生活质量的显著提升，消费者对休闲食品的品质要求日益提升，这为休闲食品行业带来了前所未有的发展机遇。新零售模式的兴起，更为我国休闲食品企业的长远发展开辟了广阔的市场蓝海。本文以良品铺子为研究对象，深入剖析其在品牌营销策略上存在的短板与挑战。在借鉴同行业其他成功企业营销战略的基础上，良品铺子通过精心策划营销活动，以及商品、技术的全面重构，紧密围绕顾客需求这一核心，创造性地提出了营销创新策略，旨在有效提升产品销量，进一步巩固和扩大市场份额。

Abstract: As an important component of fast consumption, snack food has a huge consumer group. With the continuous growth of the economy and the significant improvement of people’s quality of life, consumers’ demands for the quality of leisure food are increasing day by day, which brings unprecedented development opportunities for the leisure food industry. The rise of new retail models has opened up a vast market blue ocean for the long-term development of leisure food enterprises in China. This article takes BESTORE as the research object and deeply analyzes its shortcomings and challenges in brand marketing strategy. On the basis of drawing on the marketing strategies of other successful companies in the same industry, BESTORE has creatively proposed marketing innovation strategies by carefully planning marketing activities and comprehensively restructuring products and technologies, closely focusing on customer needs as the core, with the aim of effectively increasing product sales and further consolidating and expanding market share.