电商平台营销策略研究——以盒马鲜生为例

Research on Marketing Strategy of E-Commerce Platform—Taking Hema Fresh as an Example

本文以盒马鲜生电商平台为研究对象,收集盒马鲜生的相关数据和信息,并了解其营销的研究现状,再进行整理分析,分析出盒马鲜生营销活动中存在的问题和不足。先从当前市场经济发展出发,重点分析盒马鲜生的市场宏观环境和行业竞争以及消费者行为,从而对盒马鲜生的经营模式进行详细分析,并对盒马鲜生目标市场进行细分,从产品、价格、渠道、促销、人员、有形展示、过程管理7个方面对盒马鲜生的消费者进行调查。最后,分别从产品策略、价格策略、渠道策略、促销策略四个方面为盒马鲜生提供相应的对策和建议,提出增加生鲜产品种类、提升生鲜产品品质、生鲜产品的二次加工、注重产品外包装、增加预制菜的售卖、实行产品差异化定价、拓宽生鲜产品进货渠道、实行全方位促销等营销策略建议,为盒马鲜生平台提供切实可行的解决方案,为企业可持续发展提供助力。This paper takes the e-commerce platform of Hema Fresh products as the research object, collects relevant data and information of Hema Fresh products, and understands the research status of its marketing. Then, it organizes and analyzes the problems and shortcomings in the marketing activities of Hema Fresh products. Starting from the current market economy development, the paper focuses on analyzing the market macro environment, industry competition and consumer behavior of Hema Fresh, so as to conduct a detailed analysis of the business model of Hema Fresh, and subdivide the target market of Hema Fresh, and investigate the consumers of Hema Fresh from seven aspects: product, price, channel, promotion, personnel, tangible display and process management. Finally, it provides corresponding countermeasures and suggestions for Hema Fresh from four aspects: product strategy, price strategy, channel strategy and promotion strategy. Suggestions on marketing strategies such as increasing the types of fresh products, improving the quality of fresh products, secondary processing of fresh products, paying attention to the outer packaging of products, increasing the sale of prepared dishes, implementing differentiated pricing of products, broadening the purchase channels of fresh products, and implementing all-round promotion are put forward to provide practical solutions for Hema Fresh products and provide help for the sustainable development of enterprises.