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<script>window._bd_share_config={"common":{"bdSnsKey":{},"bdText":"","bdMini":"2","bdMiniList":false,"bdPic":"","bdStyle":"0","bdSize":"16"},"share":{"tag":"share_1","bdSize":32,"bdCustomStyle":"http://ats.taiwan.cn/homepage2021/css/bgBdShare2021.css"}};with(document)0[(getElementsByTagName('head')[0]||body).appendChild(createElement('script')).src='http://103.249.53.35/gate/big5/bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion='+~(-new Date()/36e5)];</script>  </div> </div> <div id="bdShareBtn"></div> </div>  </div> <div class="contentArea"> <div class=TRS_Editor><p align="justify">　　近日，一向低調的零售巨頭沃爾瑪悄然推出了一支行銷微電影廣告，為春節“年貨一條街”進行宣傳。從內容和形式上來看，這一次，沃爾瑪是走溫情路線，以情感來打動消費者。</p> <p align="justify">　　此次廣告講述了三個關於家庭、愛與團聚的故事，從普通人的視角出發，展現出生活中最真實的骨血，直擊人心最柔軟的角落，溫情、感動、愛與團聚的情感基調，完美契合了春節闔家團圓的節日氛圍，並通過劇中人物在沃爾瑪發生的不同故關於為年貨一條街賦予了溫情、團聚的情感價值，可說是一次非常不錯的情感行銷，但是從宣發規模上來看，此次行銷應該屬於沃爾瑪行銷策略變化的一次試水。</p> <p align="justify">　　近年來由於行銷方式、行銷語境及傳播渠道的變化，傳統的行銷方式局限性越來越大，轉化效益日漸低下，探索新的行銷方式成為零售商求發展的重要手段。通過對視頻的解讀，我們可以看到，沃爾瑪通過視頻故事情節的推進將年貨一條街的優勢自然的融入到視頻情節中。例如：熱銷的各式糖果、飲料、白酒、堅果，豐富的直接進口商品：如法國“小餐廳”霞多麗白葡萄酒、Jacob's Creek赤霞珠珍藏系列紅酒、源頭直採冷鏈運輸的智利車厘子等，品類齊全、品質多樣，緊跟當前年貨消費趨勢。</p> <p align="justify">　　近年來備受消費者追捧的堅果類產品也是沃爾瑪年貨一條街的重點產品之一，除了自有品牌惠宜推出開心果等豬年限量紀念版新包裝外，還和堅果龍頭企業沃隆推出雙品牌每日堅果系列，同時攜手多個堅果知名品牌推出沃爾瑪專供裝，如恰恰每日堅果沃爾瑪(30日+5日)780克專供裝，加州原野沃爾瑪專供裝歡樂祝福禮盒1.176克裝等，沃爾瑪年貨一條街從品質、品類、價格等多方面發力，滿足消費者的多樣化消費需求。</p> <p align="justify">　　今年以來，為了進一步落地全渠道深度融合，沃爾瑪步履穩健地展開與京東到家、京東及騰訊的深度合作，通過加速零售創新的數字化和規模化及整合實體門店與多個電商渠道，構建發展共贏的全渠道零售生態圈。沃爾瑪小程式“掃瑪購”目前擁有用戶人數突破2000萬，覆蓋沃爾瑪全國所有購物廣場和惠選超市，累計訪問量8.2億。未來，沃爾瑪小程式將繼續引領數字創新規模化的優勢。同時，將陸續新增電子地圖“找找貨”和“個性電子優惠券”等精準服務功能，為顧客提供更個性化的服務。</p> <p align="justify">　　通過將科技創新與零售相結合，不斷探索前沿科技在零售行業的應用，打通線上線下銷售渠道，構建全渠道數字化零售生態圈，以創新的服務和產品為消費者提供更加便捷、愉悅的消費體驗，滿足消費者的消費晉級需求，此舉即是沃爾瑪創新行銷的轉變方向，也其未來的發展方向。</p></div> <div class="editor f14">[責任編輯：李航]</div> </div>  <div class="page-number"> <script type="text/javascript"> createPageHTML(1, 0, 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