Defects of Traditional Marketing Model and New Consumer Experience Requirements in the Context of “New Retail”

Zhang Yuejin(Nanjing Normal University Taizhou College)

Abstract

 With the concept of “new retail” and the rapid development of “new retail” format, the defects of traditional marketing models such as advertising marketing, direct marketing and e-commerce marketing are becoming more and more obvious, which has seriously hindered the further development of the consumer retail industry. At the same time, under the background of “new retail”, the industry demand based on the improvement of consumer experience is increasingly characterized by consumer entertainment, consumer autonomy, consumer personalization, and consumer socialization, which provides ideas and reference for the construction of new marketing models in the consumer retail industry.

Keywords

New retail; Marketing model; Consumer experience

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DOI: http://dx.doi.org/10.26549/jfr.v2i3.1174