新零售背景下BL公司家居產品行銷策略優化研究

Abstract

現如今，在室內裝修、大資料等多個領域，互聯網技術都得到了廣泛應用和深入發展，並取得了顯著的成果，尤其在管道個性化背景下，消費者也開始產生了更高的需求，促進了新型零售業態的出現─新零售。 該模式融合了線上和傳統實體店零售，逐漸成為了零售行業的主導模式。在全球疫情衝擊、經濟發展的背景下，融合線上與線下資源的新零售體系顯示出了前所未有的生機。在國內，家居市場從曾經的眾多品牌共存，演變至今日品牌集中度顯著提高。隨著經濟形勢的演變，傳統的市場行銷手段已不再有效，這就迫切需要重新審視和優化行銷策略，以促進家居行業的服務品質提升和業務升級。 本文聚焦於新零售背景下BL公司家居產品行銷策略展開深入探究。首先梳理了國內外相關研究現狀，發現現有研究在針對具體公司的新零售家居產品行銷策略方面存在不足。 接著，通過運用 4C行銷理論、PEST分析、波特五力模型等方法，對BL公司的行銷環境進行剖析，明確其所處的宏觀環境以及競爭情況。在對公司概況及新零售特點介紹的基礎上，詳細分析了其當前行銷策略的現狀及存在的問題，並通過消費者問卷調查進行資料支撐。研究發現，BL公司在客戶需求把握、成本控制、消費者便利性以及溝通等策略方面均有待改進。基於此，基於STP理論確定目標市場，也能針對性提出相應的改進策略，比如消費者便利性、成本控制、客戶需求等。 同時，為確保這些優化策略得以有效實施，從人才、制度、技術、資金和文化等方面提出了全面的保障措施。本研究旨在為BL公司在新零售背景下提升家居產品行銷水準，實現可持續發展提供切實可行的策略建議，也為同行業企業提供一定的借鑒與參考。

Nowadays, Internet technology has been widely applied and deeply developed in many fields such as interior decoration and big data, and has achieved remarkable results. Especially in the context of channel personalization, consumers have begun to generate higher demand, which has promoted the emergence of a new retail format - new retail. This model integrates online and traditional brick and mortar retail, gradually becoming the dominant model in the retail industry. Against the backdrop of the global pandemic and economic development, the new retail system that integrates online and offline resources has shown unprecedented vitality. In China, the home furnishing market has evolved from the coexistence of numerous brands in the past to a significant increase in brand concentration today. With the evolution of the economic situation, traditional marketing methods are no longer effective, which urgently requires are examination and optimization of marketing strategies to promote the improvement of service quality and business upgrading in the home industry. This article focuses on the in-depth exploration of BL company's home product marketing strategy in the context of new retail. Firstly, the current research status at home and abroad was reviewed, and it was found that there are deficiencies in the marketing strategies of new retail home products targeting specific companies. Utilizing theories such as the 4C marketing framework, Porter’s Five Forces, and PEST analysis, the marketing conditions of BL company are examined to sharpen our understanding of its broader ecosystem and competitive framework. On the basis of introducing the company profile and new retail characteristics, a detailed analysis was conducted on the current status and existing problems of its marketing strategy, and data support was provided through consumer surveys. Research has found that BL company needs to improve its strategies in customer demand management, cost control, consumer convenience, and communication. Based on this, STP marketing theory is applied to market segmentation, target market selection, and market positioning, and a series of targeted marketing strategy optimization plans are proposed, including optimization of customer demand strategy, cost control strategy, consumer convenience strategy, and consumer communication strategy. Moreover, to guarantee the successful execution of these enhancement tactics, integrated protection plans involving talent, organizational structure, technology, financial support, and cultural aspects have been recommended. The purpose of this study is to provide practical and feasible strategic recommendations for BL company to improve its home product marketing level and achieve sustainable development in the context of new retail, as well as to provide some reference and guidance for peers in the industry.