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我们看到,今天的消费人群和市场发生着巨变,但是这个行业绝大多数人还活在梦里,还觉得我们过去20年的优势还可以继续,这是很危险的现象。说传统营销已死可能有些激进,但是从某些层面来说这并不是没有道理。对于如今的快消企业来说,不仅电商渠道与传统渠道的并融发展是“当务之急”;重新认识市场及营销方式的变化更是必要之举。在此之中,市场环境、广告形式、以及对话方式的变化,是快消企业需要应对的主要“矛盾”。
We see a dramatic change in consumer groups and markets today, but the overwhelming majority of people in this industry are still living in dreams. We also feel that the advantages we have enjoyed in the past two decades can continue. This is a very dangerous phenomenon. It may be radical to say that traditional marketing is dead, but in some ways it is not without reason. For today’s FMCG, not only the integration of e-commerce channels and traditional channels is a “top priority”, it is even more necessary to re-understand the changes in the market and marketing methods. Among them, changes in the market environment, advertising formats, and dialogues are the major “contradictions” that FMCG needs to cope with.