摘 要随着互联网和 5g 时代的发展，新的销售模式层出不穷，也随着人们的生活质量不断提高，在衣食住行方面的需求也逐渐增加，当然食品消费需求占比更是不断提高，新零售业的供应链不断完善，盒马鲜生借助阿里巴巴大数据的平台和特景系统的新模式，开放了一个全新的网络营销电子商务 020 模式，面对日益激烈的市场竞争和对用户网络的负面评价，今后，如何根据自身的优势，占有相应的市场份额并有一定的发言权，是一个值得深入研究的重要问题。本文运用比较分析法与文献分析法，对新零售战略的研究现状进行了发展和总结，为研究奠定了理论基础，调查研究盒马鲜生的竞争环境，其次，对盒马鲜生即新零售业的代表之一，对盒马鲜生的目前市场营销现状进行说明，并总结盒马鲜生营销过程中的不足点和以及存在的问题，提出相应的建议以及对策。 关键词：新零售；盒马鲜生；O2O；客户体验AbstractAlong with the development of the Internet and the 5th g era, new sales models emerge in endlessly, and with people's quality of life, the demand for food, clothing, housing and transportation increases gradually. is an important issue worthy of further study. Application Comparative analysis and literature analysis, the development and summary of the research status of the new retail strategy, for the research laid a theoretical foundation, investigation and research box Ma Xiansheng's competitive environment, secondly, with the new retail representative box Ma Xiansheng to explain the box Ma Xiansheng's marketing status, summary box Ma Xiansheng's marketing shortcomings and existing problems, put forward corresponding suggestions and countermeasures.Key words：new retail；Hema Xiansheng；online and offline combination；customer experienc目 录1 绪 论............................................................51.1 研究背景...........................................................51.2 研究意义...........................................................61.3 国内研究现状.......................................................62...
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