數(shù)字化營(yíng)銷引領(lǐng)傳統(tǒng)復(fù)合調(diào)味品變革

摘 要：以中國(guó)傳統(tǒng)復(fù)合調(diào)味品為研究對(duì)象，運(yùn)用數(shù)字化營(yíng)銷理論，分析了傳統(tǒng)復(fù)合調(diào)味品變革趨勢(shì)，進(jìn)一步歸納總結(jié)傳統(tǒng)復(fù)合調(diào)味品傳統(tǒng)營(yíng)銷策略存在的問(wèn)題及產(chǎn)生的原因，最后結(jié)合4P營(yíng)銷理論，提出產(chǎn)品、價(jià)格、渠道、促銷策略改進(jìn)措施。

關(guān)鍵詞：傳統(tǒng)復(fù)合調(diào)味品；數(shù)字化營(yíng)銷；4P營(yíng)銷理論

Digital Marketing Leads the Transformation of Traditional Compound Condiments

LI Zongyuan

（Department of Management， Harbin Finance University， Harbin 150030， China）

Abstract： Taking Chinese traditional compound condiment as the research object， this paper analyzes the trend of traditional compound condiment reform by using digital marketing theory， further summarizes the problems and causes of traditional marketing strategy of traditional compound condiment， and finally puts forward the improvement measures of product， price， channel and promotion strategy based on 4P marketing theory.

Keywords： traditional compound condiments; digital marketing; 4P marketing theory

中國(guó)傳統(tǒng)調(diào)味料有著深厚的歷史和文化傳承，2012—2021年我國(guó)調(diào)味品制造業(yè)銷售收入年復(fù)合增長(zhǎng)率達(dá)8.53%，復(fù)合調(diào)味品是所有調(diào)味品中增長(zhǎng)最迅速的一類。（剩余5195字）