Reserch On Marketing Optimizational Strategy Of San-nian-er-ban Stationery Under The Background Of New Retail

With the development of the Internet and the application of new technology,people's consumption habits and trading modes begin to change,and the existing retail forms become more active,resulting in a new retail model.The new retail mode means that enterprises rely on the Internet and use advanced technology such as big data to upgrade all aspects of commodity circulation,and integrate online services,offline experience and modern logistics.Especially in recent years,online and offline sales and logistics are closely integrated,and new retailing is rapidly replacing traditional retailing and traditional e-commerce.Stationery industry is called "small product,big market".After years of development,stationery industry in China has become a rapidly rising light industry,but it still has great potential and a huge consumer market.Take Chengguang,Deli,Zhencai and other excellent brands for example,they have been ranked the top in the industry for many years,but the total market share is only about 15%.After years of development,the consumption level of stationery market is getting higher and higher.Simple primary consumption has changed to comprehensive advanced consumption.The demand ofconsumers is becoming more and more diversified,and there is a lot of room to expand the market in the future.The rise of new retailing inevitably brings impact on stationery industry.In order to adapt to the advent of the new retail era,the industry giants who originally dealt with the offline market also actively launched online exploration.For example,Chenguang stationery has launched Chenguang Living Hall and Jiumu Sundry Club in succession.Its purpose is to cope with different terminal types and operating status,so as to meet more consumers and achieve full-channel retail.Under such a background,the survival space of stationery retailers who had focused on online was further squeezed,and sticking to the online or going offline became the choice of traditional stationery e-commerce.San-nian-er-ban stationery is a self-established stationery retail e-commerce brand.After ten years of development,it mainly sells creative stationery and designs and develops original brands.In the new retail era,companies have started off off-line exploration.At present,there are four main Taobao online stores and many self-owned online stores.Storage stores are set up in Hangzhou and Yiwu,and physical stores have been set up near M Middle School.It means that San-nian-er-ban stationery has began to explore its new retailing,however,there are still some problems and development bottlenecks encountered.Through literature analysis,this paper reviews the basic marketing theory,makes a detailed analysis of the macro-environment of stationery industry,SWOT analysis and competitor analysis of stationery in San-nian-er-ban,and preliminarily determines the problems existing in the current situation of stationery marketing.According to the problem,this paper subdivides the stationery market,Three Years and defines the target market.Based on the above analysis,this paper also puts forward optimization suggestions from four aspects: product,brand,channel and user experience.It suggests that the company strengthen product development,establish brand image,broadenretail channels and enhance user experience to improve the company's new retail marketing strategy.This paper proposes specific marketing strategies under the new retail background,hoping to provide reference for stationery e-commerce to cope with the marketing strategies of the new retail era,and verify the feasibility of the new stationery retail marketing model of San-nian-er-ban.