上海农业学报2024，Vol.40Issue(4)：99-103,5.DOI:10.15955/j.issn1000-3924.2024.04.16
"互联网+"背景下乳制品网络营销策略优化研究
Optimization of dairy products network marketing strategy under the background of"Internet+"
摘要
Abstract
With the changes in lifestyle and consumption habits,the consumption demand for dairy products in China's urban and rural residents is growing,and the great advantages of network resources in dairy marketing have gradually come to the fore.Using the 4R marketing theory,this paper analyzes the current situation and problems of dairy network marketing in China under the background of"Internet+",and proposes that dairy enterprises can use the 4R marketing theory for planning when carrying out network marketing:In terms of reaction,through market segmentation,implement differentiated marketing strategies;In terms of association,emphasize on experience marketing,create association with consumers;In terms of relationship,broaden marketing channels,stabilize the connection with consumers;In terms of return,innovate strategic layout,obtain return,and finally form a set of marketing strategies adapted to their own enterprises.关键词
互联网+/乳制品/网络营销/策略优化/4R营销理论Key words
Internet+/Dairy/Online marketing/Strategy optimization/4R marketing theory分类
管理科学引用本文复制引用
陈自杰,董晓霞,彭华,余泽田,朱敬慧.."互联网+"背景下乳制品网络营销策略优化研究[J].上海农业学报,2024,40(4):99-103,5.基金项目
中国农业科学院农业信息研究所2023年度科技创新工程项目(CAAS-ASTIP-2023-AII) （CAAS-ASTIP-2023-AII）
