뉴 리테일의 마케팅 전략에 관한 연구

Abstract

In recent ten years, e-commerce has developed rapidly, and online business has grown rapidly, which has brought unlimited business opportunities to the majority of businesses. The flow of major e-commerce platforms is rich, which accelerates the growth and scale of sales. Through O2O, O2C and other modes, many links in the middle are omitted. The reduction of cost makes the price of goods lower, which also brings tangible benefits to consumers. However, because of this, the entry threshold of the major e-commerce platforms is getting higher and higher, and the original traffic has been partitioned by top-level businesses, which makes it difficult for the bottom- level businesses to survive; Physical stores, retailers, middlemen and other industries are impacted, making a large number of labor may face industry; The potential consumers who have not experienced the PC terminal before but jump to the mobile terminal are likely to be lost, and they may be abandoned by the times because they can't adapt to the transaction mode on the whole line for a while. In such a big environment, new retail quietly rises, its advantages close to consumers can also well neutralize the shortcomings of pure e-commerce. Ma Yun once said: traditional e-commerce will gradually be eliminated, and a new model will emerge. The "five new" put forward by Ma Yun has the leading concept of "new retail", which may replace e-commerce in the future. In the public information, the definition of new retail is to reshape the deep integration sales mode of the ecosystem for individuals or enterprises under the Internet based framework. In popular language, with the help of the network and high-tech means, we can rebuild our own product supply chain, and finally realize the dual layout of online and offline, so that the products of enterprises can reach consumers to the maximum extent. Therefore, this paper will study how to combine physical sales and e-commerce sales through online trading, Combined with practice and statistical data，and guess the development trend of e-commerce in the future.