社区生鲜便利店线上线下融合营销路径探析

Analysis of Online-Offline Integrated Marketing Pathways for Community Fresh Convenience Stores

摘要: 随着社区商业的快速发展，生鲜便利店在满足居民日常需求方面发挥着日益重要的作用。本研究通过分析社区生鲜便利店的线上线下业务现状，探索其融合营销的有效路径。研究发现，线上线下融合能够显著提升销售额与客户满意度。同时，研究指出，通过数据整合与技术支持、优化供应链管理以及提升客户体验，社区生鲜便利店能够更有效地实现融合营销。研究结果对提升其市场竞争力和可持续发展具有重要意义。

Abstract: With the rapid development of community commerce, fresh produce convenience stores are playing an increasingly vital role in meeting residents’ daily needs. This study explores effective paths for integrated marketing by analyzing the current status of both online and offline operations of community fresh convenience stores. The research finds that the integration of online and offline channels can significantly boost sales revenue and customer satisfaction. Meanwhile, the study points out that through data integration and technical support, optimizing supply chain management, and enhancing customer experience, community fresh convenience stores can more effectively achieve integrated marketing. The research findings are of great significance for improving their market competitiveness and promoting sustainable development.