THE INNOVATION OF MARKETING MODEL OF RETAIL ENTERPRISES IN THE ERA OF DIGITAL ECONOMY RESEARCH–TAKE “THREE SQUIRRELS” AS AN EXAMPLE

ABSTRACT: Amidst the rapidly proliferating technologies of big data and mobile Internet, numerous conventional retail enterprises find themselves compelled to reform and adapt to stay afloat. This paper harnesses the power of big data as well as other such technical tools to convey experiential information in an inexhaustibly boundless manner between online and offline outlets, fusing the entire retail channel in the process. With the rise of the digital economy, retail businesses are persistently in the throes of metamorphosis even as new modes of retailing gradually emerge. In this epoch of the digital economy, the innovation of retail marketing methods has become an indispensable prerequisite to the furtherance of enterprise development. This paper takes “Three Squirrels” as an example to discuss the marketing innovation of new retail enterprises in the era of digital economy. The purpose of this paper is to provide new ideas and methods for retail enterprises in the era of digital economy, promote the innovation and development of enterprise marketing model, and put forward corresponding optimization suggestions and guarantee strategies to promote industrial upgrading and enhance market competitiveness, hoping to provide reference for other retail enterprises of the same type and contribute to the digital transformation of Chinese enterprises.

KEYWORDS: digital economy; retail; marketing mode; Three Squirrels