新零售背景下生鲜电商企业的体验营销策略研究——以盒马鲜生为例

Research on Experience Marketing Strategy of Fresh E-commerce Enterprises under the Background of New Retail--Taking Hema Fresh as an Example

在新零售背景下,随着消费的升级,消费者的需求朝着多元化的方向转变,使传统电商企业在发展中遭遇瓶颈。盒马鲜生开创了生鲜电商新零售的先河。以盒马鲜生为例,基于其发展概况,对其开展体验营销的策略进行探讨,重点分析了感官体验、情感体验、思维体验、行动体验和关联体验5方面的内容。最后提出几点启示:线上线下结合,打造生鲜电商销售新模式;先进的技术和设备作支撑;深入认识消费者需求,给予消费者全方位体验,旨在为生鲜电商企业在新零售背景下更好地发展提供参考。

Under the background of new retail,with the upgrading of consumption,the demand of consumers shifts towards diversification,making traditional E-commerce enterprises encounter bottlenecks in their development.Hema Fresh is the pioneer in the new retail of fresh E-commerce.This paper,taking Hema Fresh as an example,analyzes its strategy of experiential marketing based on its development overview,focuses on the five aspects such as sensory experience,emotional experience,thinking experience,action experience and relation experience.Finally,it puts forward some inspirations,including the combination of online consumption and offline consumption to create a new fresh E-commerce sales model;the supporting by advanced technology and equipment;the deep understanding of consumers’need and giving consumers a full range of experience,hoping to provide some references for fresh E-commerce to develop better in the new retail background.