市场营销-新零售模式下商超生鲜商品的营销研究 ——以盒马鲜生为例论文.docx

新零售模式下商超生鲜商品的营销研究 ——以“盒马鲜生”为例 【摘要】新零售模式不断发展，成为各大商家转型的方向。如今传统超市想要实现转型与盈利，必将要先打好生鲜版块转型战役。盒马鲜生作为生鲜新零售的代表，可作为传统超市的参考对象。对此，本文的研究目的在于探讨盒马鲜生在生鲜版块结合新零售模式所做出的变革，总结可供传统超市借鉴的经验内容。本文基于零售三要素“人货场”，从三个角度对盒马鲜生的生鲜版块进行细致的观察分析，包括了顾客定位、货物铺设和场景设计。根据分析内容得出“新零售”的经营理念与核心要素，以及盒马鲜生的成功之处。最后根据分析结果并结合传统超市尤其是二三线的区域型超市的现状提出与其相适应的营销变革策略，为广大传统超市在生鲜版块的发展提供借鉴。 【关键词】新零售；人货场；生鲜  Marketing Research of Fresh Food Products in New Retail Mode——Taking “Hema Fresh” as an Example [Abstract] The development of new retail model has become the direction of the transformation of major businesses. Now the traditional supermarket wants to realize the transformation and profit, must first play a good fresh section transformation campaign. As the representative of fresh fresh retail, hema fresh can be used as the reference object of traditional supermarket. In this regard, the purpose of this paper is to discuss the reform of fresh produce in fresh produce section combined with the new retail mode, and to summarize the experience that can be used for reference by traditional supermarkets. This paper, based on the three elements of retail peoples yard, makes a detailed observation and analysis on the fresh fresh section of box horse from three perspectives, including customer positioning, goods laying and scene design. According to the analysis, the business philosophy and core elements of new retail and the success of boxma xiansheng are obtained. Finally, according to the analysis results and combined with the status quo of the traditional supermarkets, especially the third - and fourth-line regional supermarkets, the paper proposes the corresponding marketing reform strategy, which provides reference for the development of the majority of traditional supermarkets in the fresh section. [Keywords]New Retail Mode; People、Product and Place; Fresh Food  目 录 TOC \o 1-3 \h \z \u 1 前言 1 1.1 研究背景和意义 1 1.2 研究内容 1 1.3 研究方法 2 2 基本概念与理论基础 3 2.1 “新零售”的涵义 3 2.2 “人、货、场”的涵义 3 2.3 PEST 理论