Science Journal of Business and Management
Volume 7, Issue 1, February 2019, Pages: 33-37
Received: Mar. 18, 2019;
Published: May 23, 2019
Views 76 Downloads 26
Guoan Zhu, Consumer Device Sales Group, Microsoft (China) Co., Ltd., Shanghai, China
Xue Gao, College of Management, University of Massachusetts, Boston, USA
In the context of digital marketing mode, the traditional retail industry encounters unprecedented impact and competitive edges of traditional marketing are disappearing. Therefore, this paper comprehensively explores and analyzes retail precision marketing strategies on the basis of digital marketing mode. This paper firstly analyzes predicament of China’s retail industry during its development process briefly, plans implementation measures for precision marketing in retail industry in details, and finally analyzes retail precision marketing strategies in the digital marketing mode from three aspects of customer segmentation in marketing, market basket positioning and targeted customer marketing through actual precision marketing applications.
Precision Retail Marketing Strategy Based on Digital Marketing Model, Science Journal of Business and Management.
Vol. 7, No. 1,
2019, pp. 33-37.
Binbin Zheng. Research on the Influencing Factors of Store Creativity in the Retail Digital Age [J/OL]. Business Economic Research, 2019 (05): 66-69 [2019-03-14]. http://kns.cnki.net/kcms/detail/10.1286.f. 20190305.1336.036.html.
Feng Geng, Shenghua Xia, Tao Wu, Zhihui Wen and Yuangang Zhu. Digital transformation should deal with the cold winter of retail industry [J]. Software and integrated circuits, 2019 (01): 60-63.
Zheng Zhao. Suning Intelligent Retail Practitioner from Digital to Intelligent [J]. Business School, 2018 (08): 91-92.
ZijianZ hang, Chuanli Xue. Study on Supply Chain Optimization of Retail Enterprises under Full Channel Model [J]. Industrial Economic Forum, 2016, 03(04): 468-476.
Fabin Zhao. Digital transformation of service retail enterprises [J]. Digital Communication World, 2016 (S1): 48-49.
Liang Su. The digital retail strategy of Five-Star Electrical Appliance Store [J]. Household Appliances, 2016 (01): 76-77.
Editorial Department. Digital Retail [J]. China Business, 2015 (05): 62-63.
Liang Dong. Design and Implementation of Precision Marketing System for Retail Enterprises Based on Membership Consumption [D]. Shandong University, 2018.
Binbin Zhu. Exploration of Precision Marketing in Traditional Retail Industry Based on Big Data [J]. Management Observation, 2018 (18): 24-25+30.
Qianlin Ye. Precision Marketing Analysis and Application Research of Commercial Banks Based on New Retail Model [D]. South China University of Technology, 2018.
Qing Hu. Data Mining and Precision Marketing of Retail Customers [J]. Financial Science and Technology Era, 2017 (12): 18-24.
Lijun Hu. Application Analysis of Precision Marketing in Retail Enterprises [J]. China Market, 2017 (34): 105-106.
Haifeng Wang and Xiaoqian Lu. Precision Marketing of Traditional Retail Industry Driven by Big Data – Take Chaoyang Joy City as an Example [J]. Industrial & Science Tribune, 2016, 15 (17): 20-22.
Xi Chen. Discussion on Precision Marketing of Local Retail Industry from the Perspective of Data Mining [J]. Journal of Commercial Economics, 2016 (11).
Jin Zhou, Hui Liu. How to enhance the competitiveness of retail business through customer relationship management and precision marketing under the new normal situation [J]. Financial electronization, 2016 (10): 42-43.