Research On The Development Of "new Retail" In The New Beverage Industry Under The Background Of "Internet +"

The development of the Internet and "Internet plus" has made many differences in People's Daily life disappeared.The ever-present "implosion" blurs the boundary between physical space and the boundary between virtual and real.The Internet has long transcended the meaning of a "medium" to become almost an infrastructure in today's broader social sense,and its integration with modern manufacturing is imperative.In all the consumer industries closely related to the national economy,the retail industry is almost full of People's Daily life in all aspects,and in the context of "Internet plus" and new technology,the retail industry is constantly changing the relationship between people and consumption through the upgrading of new retail.Taking luckin coffee and HEYTEA as the main research samples,this paper starts to comb the development context of new retail,comprehensively uses the integrated marketing communication theory,positioning theory and the research framework of value chain,and adopts the methods of comparative study,observation and induction,the following conclusions are drawn:1.Through the value chain analysis framework,you can see that Omni-channel marketing communication plays a bigger role in the new retail of the new beverage industry than the fresh e-commerce industry.The new retail 2.0 trend in the new beverage industry is largely consistent with the core of integrated marketing communications,this is an important basis on which integrated marketing communication can be used as the theoretical basis of new retail.2.The big data technology based on new retail value chain have the effect of core power,surrounding the new technology,represented by the new drinks industry new retail operation mechanism can be summarized as follows: i.e.,according to the technology as the forerunner,optimize logistics chain,supply chain and capital chain,through innovation of marketing channels,all integrated marketing resources,form a reasonable spread,to optimize the user experience and strengthen the retail closed-loop ecological system of brand assets.3.The integrated marketing communication theory can serve as one of the theoretical supports for the new retail industry and play a role in its official development.Meanwhile,the integrated marketing communication in the era of "Internet +" can be further enriched and developed from the experience summary of the new retail practice.It can be seen that the new retail has gone through two stages of development and changes since it was proposed in 2016,which has obvious practical feasibility.Ofcourse,there is also some potential risk of data leakage.This suggests that we should not only analyze the new retail from a single dimension of technology,but also view the operation mechanism and development context of the new retail from a dynamic perspective from the perspective of communication,management and other disciplines,and pay attention to the enrichment and improvement of the integrated marketing communication theory through the practice of the new retail.