Digital Marketing System Construction for New Retail Models Under the New Situation

Jiaxin Liu (), Zijing Guo (), Dun Lin () and Rundong Yao ()
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Jiaxin Liu: Zhuhai College of Science and Technology
Zijing Guo: Zhuhai College of Science and Technology
Dun Lin: Zhuhai College of Science and Technology
Rundong Yao: Zhuhai College of Science and Technology

A chapter in Proceedings of the 4th International Conference on Economic Development and Business Culture (ICEDBC 2024), 2024, pp 50-58 from Springer

Abstract: Abstract The post-epidemic era is the background for the development of new retail brands, and it is necessary to create a series of digital marketing systems that can be adapted to new situations to help new retail brands modernize and transform. In the post-epidemic era, people’s life habits have undergone significant changes, the development of the industry has been affected by reality, and the liberalization of epidemic policies has caused models to transform and modernize towards new opportunities and new pains. This paper starts from the current development status of new retail models, combined with the current liberalization of epidemic regime against the reality, and classifies the challenges faced by the specific development of traditional marketing strategy. Taking the value triangle focusing on value proposition, value creation and delivery and value acquisition of new retail brands as the exposition structure, the direction of building digital marketing system in three dimensions: market positioning, operating system and profit model is specifically discussed to help the new retail brands solve existing problems and grasp new opportunities to develop targeted development proposals. In addition, targeted development proposals are put forward to help the new retail brands solve existing problems and grasp new development opportunities.

Keywords: New retail; Brand; Big data; Epidemic; Marketing system (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-538-6_8

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