Research on Marketing Strategy Innovation of Retail Enterprises Under the New Retail Model The Reshaping Path and Improvement Strategy of Enterprise Business Administration under the New Economic Environment 
Guoshui Huang

Hainan Vocational University of Science and Technology Haikou, Hainan, 571126;

Abstract: Driven by the iterative progress of digital technologies and the comprehensive upgrading of public consumption concepts, the emerging new retail paradigm has overturned the inherent operational logic of conventional retail industries. It effectively eliminates the segmentation between online and offline sales channels and reconstructs the modern retail industrial ecosystem with user demand as the core orientation, data mining as the fundamental driving force, and immersive consumption scenarios as the major carrier. Conventional retail operation modes centered on physical store transactions, passive customer drainage and standardized promotional operations are no longer capable of accommodating the diversified, personalized and experiential consumption demands in the contemporary market. On the basis of dissecting the essential connotations of new retail, this study systematically sorts out the predominant dilemmas in current retail marketing practices. From the dimensions of omni-channel integration, refined user governance, scenario-based marketing iteration and digital empowerment, this paper proposes targeted innovative marketing optimization strategies. The research findings can provide valid theoretical references and practical implementation paths for traditional retail enterprises to accomplish digital transformation, industrial upgrading and core market competitiveness enhancement.

Keywords: New Retail; Retail Enterprises; Marketing Strategy

References

[1] Li Y , Liu T , He L .Research on the Impact of the Digital Economy on the Innovation of Small and Medium-sized Enterprises[J].Proceedings of Business and Economic Studies, 2025, 8(4):172-178.

[2] Yuan Y , Hu P , Wen L ,et al.The impact of ESG performance on green technological innovation in textile enterprises under the dual-carbon strategy[J].Industria Textila, 2026, 77(1).DOI:10.35530/IT.077.01.202575.

[3] Xiong Y , Liu X .Research on the Impact of Housing Prices on the Innovation of Manufacturing Enterprises in China[J].Journal for East European Management Studies, 2025, 30(3).DOI:10.31083/JEEMS40169.