基于4C理论的胖东来网络营销策略研究
Research on DL Marketing Strategy Based on 4C Theory

随着人民生活水平的不断提高以及互联网的蓬勃发展，特别是电商的快速发展和新冠疫情时期带来的影响，使零售行业中传统零售企业的发展面临着巨大的压力。更多的企业开始将互联网平台融入到自己的营销系统中，各行业都开始进入到直播带货的网络营销中。随着互联网的发展，很多公司都在网络营销上进行了大量的投资，并且借助互联网平台获得了不错的业绩。然而，胖东来在网络营销方面的发展还远远不够，跟不上时代的步伐。胖东来作为零售行业的标杆，多年来以其优质的商品和服务在行业内广受称赞。新时代背景下胖东来在线上零售行业如何抓住网络市场，在多重竞争下脱颖而出，营销策略的选择至关重要。本文将运用4C营销理论，从消费者、成本、便利性和沟通四个角度剖析胖东来网络营销存在的问题，并提出相应的解决策略，旨在为胖东来的未来发展提供思路。
With the continuous improvement of people’s living standards and the vigorous development of the Internet, especially the rapid development of e-commerce and the impact of the new coronavirus epidemic period, the development of traditional retail enterprises in the retail industry is facing great pressure. More enterprises began to integrate the Internet platform into their own marketing system, and all industries began to enter the network marketing of live broadcasting with goods. With the development of the Internet, many companies have made a lot of investment in network marketing, and have achieved good results with the help of the Internet. However, the development of fat East in network marketing is far from enough to keep up with the pace of The Times. As a benchmark in the retail industry, DL has been widely praised in the industry for its high-quality goods and services over the years. Under the background of the new era, how to seize the network market in the offline retail industry and stand out under multiple competitions, the choice of marketing strategy is crucial. This paper will use the 4C marketing theory to analyze the problems existing in the network marketing of DL from the perspectives of consumers, cost, convenience and communication, and put forward corresponding solutions, aiming to provide ideas for the future development of DL.