基于电商背景分析生鲜电商的营销策略——以A企业为例

Analysis of marketing strategy of fresh e-commerce based on e-commerce background-Take A enterprise as an example

随着社会经济的进步,人们的消费需求也变得越来越多样化、个性化,这是传统的零售模式所难以满足的,所以线上与线下相结合的新零售模式孕育而生。文章将电商品牌A企业作为研究对象,分析生鲜电商市场以及A企业发展现状,通过文献分析法探究营销定位、场景营销策略在生鲜电商营销中的意义,利用SWOT和PEST分析法总结出了A企业目前存在的不足,并提出相对应的建议。

With the social and economic progress,people's consumer demand has become more and more diverse and personalized,which is difficult to meet the traditional retail model,so a new retail model that combines online and offline was born.The article takes the e-commerce brand A enterprise as the research object,analyzes the fresh e-commerce market and the development status of A enterprise,explores the significance of marketing positioning and scenario marketing strategies in fresh e-commerce marketing through literature analy-sis,and uses SWOT and PEST analysis methods.Summarized the current shortcomings of A enterprise,and put forward corresponding suggestions.