新零售模式下生鲜商品的营销研究——以盒马为例

Research on the Marketing of Fresh Goods under the New Retail Model—Take Freshippo as an Example

摘要: 随着互联网信息技术的飞速发展和人民消费需求的急剧增长，传统零售模式已难以适应现代社会的步伐。新零售作为一种线上与线下相结合的新型零售模式，有效弥补了传统生鲜零售模式的不足，推动了生鲜产品零售的发展。与此同时，生鲜产品传统零售在转型过程中所面临的难题也越来越多。在此背景下，本文以生鲜产品零售为研究对象，在分析生鲜零售的营销现状和问题的基础上，依据新零售理论给出提升营销策略的建议和相应的解决对策，探究生鲜产品零售业的未来发展潜力。以盒马为例，详细探讨新零售模式下生鲜商品的营销策略，旨在为相关从业者提供有益的参考。

Abstract: With the rapid development of Internet information technology and the rapid growth of people’s consumer demand, the traditional retail model has been difficult to adapt to the pace of modern society. As a new retail model combining online and offline retail, it effectively makes up for the deficiency of the traditional fresh retail model and promotes the development of fresh product retail. At the same time, fresh products traditional retail in the process of transformation is facing more and more problems. In this context, this paper takes fresh product retail as the research object, on the basis of the analysis of the marketing status and problems of fresh retail, according to the new retail theory to give suggestions to improve the marketing strategy and the corresponding countermeasures, to explore the future development potential of fresh product retail industry. Taking Freshippo as an example, the marketing strategy of fresh goods under the new retail model is discussed in detail, aiming to provide useful reference for relevant practitioners.