新零售时代蜂产品营销模式的创新研究

Research on Innovative Marketing Model of Bee Products under the Background of New Retail

摘要: 为研究新零售时代蜂产品的营销模式，本论文对现阶段国内蜂产品营销模式的现状进行了研究分析。结果发现，现阶段蜂产品的营销模式主要采用自产自销、专卖店、商超、会议营销、科普旅游、互联网销售等模式，已经不能够有效参与市场竞争，抢占高端市场。随着新消费需求、新信息技术的出现，蜂产品从业人员应该顺势而为，积极布局具有竞争力的新零售营销体验模式，通过营销模式创新来促进蜂产品行业的优化升级。

Abstract: In order to study the marketing models of bee products in the new retail era, the current status of domestic bee product marketing models was studied and analyzed in this paper. The results showed that the current marketing models of bee products mainly adopt self-produced and self-sold, specialty stores, supermarkets, conference marketing, popular science tourism, internet sales, etc., which are no longer able to effectively participate in market competition and seize the high-end market. With the emergence of new consumer demand and new information technology, bee product practitioners should take advantage of the trend, actively layout a competitive new retail marketing experience model, and promote the optimization and upgrading of the bee product industry through marketing model innovation.