盒马鲜生营销策略问题及对策分析.docxVIP

摘要

互联网的全面普及，各行业对其深入应用逐渐成熟，许多企业迎来了许多机遇和挑战。人们消费水平不断的提升以及对便利品质生活的追求，更大程度地刺激传统零售业与传统电子商务的转型升级。生鲜产品作为日常饮食中极为重要的一部分，市场需求量非常大，生鲜电商有巨大的发展空间。随着供应链的不断升级，新的营销模式和新的营销方案陆续出现。盒马鲜生借助网络媒体的升级和大数据以及冷链等技术，一跃成为新零售的排头兵。但在与社会时代磨合的过程中，仍然面临着许多的问题。本文以河马鲜生为研究对象，结合时代背景和当前经营状况，阐述了河马鲜生营销模式的现状，分析其宏观营销环境，探讨了河马鲜生的线上线下竞争环境。通过宏观环境分析和SWOT分析相结合，总结了盒马先生营销策略的不足，并提出了相应的对策和建议，为新电商企业的营销策略提供参考

关键词：盒马鲜生营销策略对策分析

Abstract

AstheInternetisdeeplyappliedinallwalksoflife,manyenterprisesarefacingmanyopportunitiesandchallenges.Theimprovementofpeoplesconsumptionlevelandthepursuitofconvenientqualitylifewillstimulatethetransformationandupgradingoftraditionalretailindustryandtraditionale-commercetoagreaterextent.Freshproductsasaveryimportantpartofdailydiet,themarketdemandisverylarge,freshe-commercehasahugespacefordevelopment.Withthecontinuousupgradingofthesupplychain,newmarketingmodelsandnewmarketingscenariosemergeconstantly.Withthehelpoftheupgradingofnetworkmedia,bigdataandcoldchaintechnology,HemaFreshhasbecometheleaderofnewretail.However,intheprocessofrunninginwiththesocialtimes,therearestillmanyproblems.Inthispaper,HemaFreshistakenastheresearchobject,andcombinedwiththebackgroundofTheTimesandthecurrentbusinesssituation,thecurrentsituationofHemaFreshmarketingmodeliselaborated,themacromarketingenvironmentisanalyzed,andtheonlineandofflinecompetitiveenvironmentofHemaFreshisdiscussed.ThroughthecombinationofmacroenvironmentanalysisandSWOTanalysis,thispapersummarizestheshortcomingsofHemaFreshinmarketingstrategy,andputsforwardcorrespondingcountermeasuresandSuggestions,providingreferenceandreferenceforfreshe-commerceenterprisesmarketingstrategy.

Keywords：HemaFreshTheMarketingStrategyCountermeasureAnalysis

目录TOC\o1-2\h\z\u

一、引言 1

（一）研究背景 1

（二）研究意义 1

二、盒马鲜生的现状