盒马鲜生的营销策略分析

随着电子商务的迅猛兴起，“互联网+”的蓬勃发展以及消费者日益增长的生鲜食品需求，“盒马鲜生”应运而生。“盒马鲜生”从2015年开设第一家门店至今规模不断扩大，在高速发展的同时，市场环境的改变也让“盒马鲜生”不得不对目前的经营策略进行调整，因此，通过何种运营模式运营和制定何种营销策略就成了“盒马鲜生”所要面对的难题。本文通过文献研究、市场调研、案例分析等方法对盒马鲜生的营销策略进行详细分析。首先，本文对研究背景、意义、方法进行阐述。其次，通过PEST模型、波特五力模型、SWOT模型与安索夫战略矩阵研究盒马鲜生内外部环境。接下来，通过案例分析将盒马鲜生与传统生鲜企业的运营模式进行对比，分析其优势与劣势。最后，利用S.T.P理论、4P理论等对盒马鲜生目前的营销战术进行详尽分析，并通过数据分析结果对其营销战术进行改进。针对研究结果，对盒马鲜生的营销策略加以总结并将总结得出的成功经验向其他生鲜电商企业加以推广。

关键词：生鲜电商;盒马鲜生;新零售营销

The analysis of marketing strategy of Hema Fresh

Abstract:With the rapid rise of e-commerce, the booming of "Internet+" and the growing demand for fresh food by consumers, Hema Fresh market came into being.Since the opening of the first store in 2015, Hema has been expanding its scale.At the same time of rapid development, the changes in the market environment have forced Hema Fresh to adjust the current business strategy. Therefore, what kind of operation mode is used to operate and develop has become a difficult problem for Hema Fresh. This paper analyzes the marketing strategy of Hema Fresh through literature research, market research and case analysis.First of all,this paper expounds the research background, meaning and method. Secondly, through the PEST model, Porter's five-force model, SWOT model and Ansoff's strategic matrix,the internal and external environment of the Hema Fresh. Next, through case analysis, the operation mode of Hema Fresh and traditional fresh enterprise is compared, and its advantages and disadvantages are analyzed. Finally, using S.T.P theory and 4P theory, the current marketing tactics of Hema Fresh are analyzed in detail, and the marketing tactics are improved through data analysis results.Based on the research results,the marketing strategy of Hema Fresh is summarized and the successful experience summarized is promoted to other fresh e-commerce companies.

Keywords:Fresh food e-commerce; Hema Fresh; New retailing marketing

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