南京无人超市的营销战略研究——以集-BOX为例

Research on Marketing Strategy of Nanjing Unmanned Supermarket——Taking the Set-BOX as an Example

论文以南京集-BOX无人超市为研究对象,通过开展实地问卷调查的方式,搜集南京集-BOX无人超市的相关市场数据,利用PEST分析法、SWOT分析模型对南京集-BOX的营销环境进行总结,运用STP营销战略理论研究了无人超市在南京市场上的发展战略。根据研究,从消费者角度提出无人超市具体营销战略实施建议,为推动无人超市在南京市的进一步发展提供参考。

This paper takes Nanjing Ji-BOX unmanned supermarket as the research object,and collects relevant market data of Nanjing Ji-BOX unmanned supermarket by means of field questionnaire survey,using PEST analysis method and SWOT analysis model for Nanjing Ji-BOX.The marketing environment is summarized and the development strategy of unmanned supermarkets in the Nanjing market is studied using STP marketing strategy theory.According to the research,from the perspective of consumers,the implementation of specific marketing strategy recommendations for unmanned supermarkets is proposed to provide reference for the further development of unmanned supermarkets in Nanjing.