I摘 要在崭新的 21 世纪，发生了人们以前所想象不到的进步发展，互联网、科学技术等都在快速发展，从而给人们的生活带来了极大地改变，消费需求与消费方式呈现出多样化的趋势。我国互联网的发展使电子商务成为一种势头发展迅猛的模式，在竞争激烈的市场中，传统零售业面临着巨大的生存挑战，怎样适应时代潮流，怎样转型变革以及如何制定营销战略是传统零售业所要思考的问题。最近，新零售这个概念被提出并受到很大关注，它不仅是线上线下以及物流的结合，同时还融入云计算、大数据等创新技术，使消费者能够很快地了解商品并迅速获得，为消费者打造全新的、方便的、有特色的购买体验。维客利商城在昌邑市场占据一定份额，但面对新零售的到来，维客利要与其他商城竞争以及走出昌邑，就必须制定符合维客利商城自身的营销战略，既可以顺应新零售的发展趋势又能领先其他同行业者的营销战略。本文以昌邑市维客利商城为研究对象，通过营销策略理论，对维客利进行内外部环境分析，并运用 SWOT、4P 分析模型，对维客利进行整体的分析，以调整选择正确的营销策略。此外，研究对比电商的优势，找出维客利的劣势和不足，找出其缺乏的技术应用。最后给出维客利商城利用互联网和新技术在新零售时代调整营销战略实现线上线下相结合的建议。关键词：新零售；电子商务；营销策略；线上线下结合IIAbstractIn the new 21st century, people cannot imagine the development of progress, the Internet, science and technology are in rapid development, which has brought great changes to people's life, consumer demand and consumption patterns show a diversified trend. With the development of Internet in China, e-commerce has become a mode of rapid development. In the fierce market competition, traditional retail industry is facing huge challenges to survive. How to adapt to the trend of The Times, how to transform and change, and how to formulate marketing strategies are the issues that traditional retail industry should consider. Recently, the concept of new retail has been proposed and attracted great attention. It is not only a combination of online, offline and logistic...
