基于“互联网+”背景下盒马鲜生营销策略分析  

Marketing Strategy Analysis of Freshhema in the Background of Internet Plus

作　　者：潘静静 丁斅 孙君[1] 王金龙[1] PAN Jingjing;DING Xiao;SUN Jun;WANG Jinlong

机构地区：[1]无锡商业职业技术学院商学院,江苏无锡214153

出　　处：《商业经济》2020年第10期66-69,共4页Business & Economy

基　　金：江苏高校“青蓝工程”资助项目(2018);江苏省教育厅高校哲学社会科学基金项目名称:基于供应链管理视角的高职院校校企合作机制优化研究(2017SJB0844);江苏省高等教育教学改革品牌专业申报研究课题:互联网+下市场营销专业教学改革的研究与实践(2017JSJG329)。

摘　　要：当前蓬勃发展的数字经济和实体经济深度融合,信息化、智能化改造等数字化融合场景,助力传统行业转型升级。在生鲜食品领域,盒马鲜生借助大数据精准定位技术和场景设置,创建了O2O新模式。然而,盒马当前也面临外部竞争对手增加、内部扩张以及负面舆论等压力,在营销策略方面存在定位限制、用户黏性低等问题。通过调研、归纳分析等方法对盒马鲜生在“互联网+”背景下的营销策略进行探究和优化,进而为我国传统生鲜电商升级转型提供理论和实践参考。At present,the booming digital economy and the real economy are deeply integrated,and the digital integration scenarios such as informatization and intelligent transformation help the transformation and upgrading of traditional industries.In the field of fresh food,Freshhema,a new retail format proposed by Alibaba,has created a new O2O mode with the help of big data precise positioning technology and scene setting.However,Freshhema is also facing the pressure of increasing external competitors,internal expansion and negative public opinion.There are also some problems in marketing strategy,such as positioning restrictions and low user stickiness.Through investigation and analysis,we will explore and optimize the marketing strategy of Freshhema in the Internet Plus background,and provide theoretical and practical reference for the upgrading and transformation of the traditional Chinese online fresh food suppliers.

关 键 词：数字经济 盒马鲜生 生鲜电商 营销策略 

分 类 号：F724.6[经济管理—产业经济]