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

摘 要：以中國傳統(tǒng)復(fù)合調(diào)味品為研究對象，運用數(shù)字化營銷理論，分析了傳統(tǒng)復(fù)合調(diào)味品變革趨勢，進(jìn)一步歸納總結(jié)傳統(tǒng)復(fù)合調(diào)味品傳統(tǒng)營銷策略存在的問題及產(chǎn)生的原因，最后結(jié)合4P營銷理論，提出產(chǎn)品、價格、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)字化營銷；4P營銷理論

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

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