I移动互联网时代盒马鲜生营销策略摘要阐述了在移动互联网时代下针对盒马鲜生的营销策略的研究。首先对盒马鲜生进行简要的介绍，了解到它是一个线上＋线下的新零售模式的生鲜超市，从简单的生鲜超市到餐饮服务再到后来的线上订单配送，盒马鲜生是新零售的代表，以及盒马鲜生是以新鲜每一刻、所向即所得、一站式购物模式为经营理念，盒马鲜生的产品定位于以80、90为主要目标用户群体。再通过SWOT分析盒马鲜生处于怎样的营销环境，并分析盒马鲜生的优势、劣势以及机会和威胁。通过对盒马鲜生的4C营销策略分析，找到盒马鲜生的不足之处：餐饮产品质量难以保证、餐饮服务体验差、用户群体局限性、盒马APP服务不够完善。根据盒马鲜生的不足提出相应改进建议，通过提高生鲜产品质量，培养粉丝口碑;提高用户体验，优化服务态度;扩大用户群体，增加目标市场比重;优化APP设置，强化营销互动;开通多渠道支付方式，吸引不同消费群体;促进盒马鲜生的长久发展。II移动互联网时代盒马鲜生营销策略分析关键词：新零售；SWOT；营销策略MarketingStrategyofHEMAintheEraofMobileInternetAbstractThispaperexpoundstheresearchonmarketingstrategyofHEMAfreshintheeraofmobileInternet.Firstofall,abriefintroductiontothefreshHEMA.Understandthatitisanewonline+offlineretailmodeoffreshsupermarket.Fromsimplefreshsupermarkettocateringservicetolateronlineorderdistribution.HEMAfreshistherepresentativeofnewretail.Andtheboxhorseisfresheverymoment,Incomeasyougo,Onestopshoppingmodeasbusinessphilosophy.HEMA'sfreshproductsareorientedto80,90asthemaintargetusergroups.ThenthroughSWOTanalysisofthemarketingenvironmentofHEMAfreshlife.Andanalyzetheadvantages,disadvantages,opportunitiesandthreatsofHEMA.Analysison4CmarketingstrategyofHEMAfresh.Findtheshortcomingsofthefreshboxhorse.Itisdifficulttoguaranteethequalityofcateringproducts.Poorcateringserviceexperience.Usergrouplimitations.HEMAappserviceisnotperfect.AccordingtotheshortageofHEMA,somesuggestionsareputforward.Byimprovingthequalityoffreshproducts.Cultivatefans'IIIreputation.Improveuserexperience.Optimizeserviceattitude.Expanduserbase.Increasetheproportionoftargetmarket.Optimizeappsettings.Strengthenmarketinginteraction.Openmulti-channelpaymentmode.Attractdifferentconsumergroups.Promotingthelong-termdevelopmentofHEMA.Keywords:newretail,SWOT,marketingstrategy目录引言......................................................................11.盒马鲜生的发展概述.....................................................11.1盒马鲜生品牌简介.......................................................11.2线上线下新零售模式.....................................................21.3快速的物流配送服务.....................................................31.4新颖的产品组合.........................................................41.5供应链资源的整合......................................................42.盒马鲜生的SWOT分析.....................................................42.1盒马鲜生优势分析......................................................42.2盒马鲜生劣势分析......................................................52.3盒马鲜生机会分析......................................................52.4盒马鲜生威胁分析......................................................53.盒马鲜生营销策略分析...................................................63.1顾客需求...............................................................63.2成本策略...............................................................73.3沟通策略...............................................................73.4顾客购买便利性....
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