摘要
随着移动互联网和移动终端设备的普及应用,人们的消费行为和信息获取方式发生了巨大变革,市场营销渠道更多由线下转为线上。由于快消品行业产品周转周期较快,数字化推动了快消品的营销策略必须要借助大数据、物联网、5G等数字化手段进行品牌宣传和市场布局,与消费者形成互动传播。通过现状分析和数据调研,本文从商业模式创新、精准营销、个人信息及数据安全方面对数字化营销策略提出了创新性研究,并探讨了在线营销、产品溯源、用户及数据管理方面的数字化场景应用与实践,促进形成企业、商品、消费者深度融合的数字化营销网络。
With the popularization and application of mobile Internet and mobile terminal equipment,people’s consumption behavior and information acquisition methods have undergone tremendous changes,and more and more marketing channels have changed from offline to online.Due to the fast product turnover cycle of the FMCG industry,digitization promotes the marketing strategy of FMCG,which must use digital means such as big data,Internet of Things,5G,etc.to carry out brand promotion and market layout,and form interactive communication with consumers.Through current situation analysis and data research,innovative research on digital marketing strategies from the perspective of business model innovation,precision marketing,personal information and data security has been proposed,and the application and practice of digital situations in online marketing,product traceability,user and data management have also been discussed,which promotes the formation of a digital marketing network that integrates enterprises,commodities,and consumers.
作者
胡月航
陈芳锐
余婷婷
HU Yuehang;CHEN Fangrui;YU Tingting(Yunnan China Tobacco Industry Co.,Ltd.)
出处
《中国商论》
2021年第24期36-39,共4页
China Journal of Commerce
基金
云南省科技厅计划项目重点研发计划(2018BA085)
云南中烟工业有限责任公司重点项目(2020CP04)。
关键词
移动互联网
快消品
数字化营销
营销策略
应用场景
mobile Internet
FMCG
digital marketing
marketing strategy
application situations
作者简介
胡月航(1984-),男,汉族,云南昆明人,工程师,硕士研究生,研究方向:品牌及产品设计研究;陈芳锐(1977-),女,汉族,云南曲靖人,高级工程师,本科,研究方向:信息技术应用及产品设计;余婷婷(1988-),女,汉族,云南昆明人,工程师,硕士研究生,研究方向:品牌及材料研究。
