摘要中国的经济正处于发展上的关键时期，消费增长的趋势日益明显。以当下零售业为例，目前我国的零售业已经有向“新零售”变革的趋向。研究对象为三只松鼠股份有限公司，研究的基础是新零售的相关理论知识，用实习的方式，对企业的新零售营销模式问题进行分析。根据公司发展的实际情况，全方位地了解新零售的研究概况、新零售的营销模式的类型、对三只松鼠股份有限公司现有的营销模式分析和消费者的喜好偏向来分析线上线下联动新零售的营销模式对企业造成的影响等四个方面进行研究，并提出相应的解决对策。关键词：新零售；营销模式；线上线下联动AbstractChina'seconomyisinacriticalperiodofdevelopment,andthetrendofconsumptiongrowthisbecomingincreasinglyobvious.Takingthecurrentretailindustryasanexample,atpresent,China'sretailindustryhasatendencytochangeto"newretail".TakingthreesquirrelsCo.,Ltd.astheresearchobject,takingtherelevanttheoreticalknowledgeofnewretailmarketingastheresearchbasis,thispapermakesaseriesofanalysisonthecompany'snewretailmarketingmodelbymeansoffieldpractice.Accordingtotheactualsituationoftheenterprise,thispaperstudiesfromfouraspects:acomprehensiveunderstandingoftheresearchoverviewofthenewretail,thetypesofthemarketingmodelofthenewretail,theanalysisoftheexistingmarketingmodelofTHREESQUIRRELSCo.,Ltd.andthepreferencebiasofconsumerstoanalyzetheimpactofthemarketingmodelofonlineandofflinelinkageofthenewretailontheenterprise,andputsforwardthecorrespondingcountermeasures.KeyWords:Newretail;Marketingmode;Onlineandofflinelinkage目录摘要.....................................................................................................................................IAbstract......................................................................................................................................II一、绪论...........................................................................................................................1（一）研究背景..................................................................................................................1（二）研究目的及意义......................................................................................................11.研究目的...........................................................................................................................12.研究意义...........................................................................................................................1（三）国内外研究现状......................................................................................................11.国外研究现状...................................................................................................................12.国内研究现状...................................................................................................................23.研究现状述评...................................................................................................................2（四）研究方法及思路......................................................................................................31.研究方法...........................................................................................................................32.研究思路...........................................................................................................................3二、新零售模式的相关理论综述.................................................
