即时零售背景下生鲜电商精准营销策略与前置仓网络匹配研究

Research on the Matching of Precision Marketing Strategy and Pre-Warehouse Network of Fresh E-Commerce under the Background of Instant Retail

摘要: 在数字化转型背景下，生鲜电商通过全渠道营销与物流效能协同优化实现可持续发展已成为行业核心议题。本研究以即时零售为语境，聚焦生鲜电商精准营销策略与前置仓网络匹配关系，通过整合市场营销与供应链管理视角，揭示营销–物流协同机制对消费者黏性的影响。研究显示：当前生鲜电商面临营销端“高投入低转化”、物流端“重配送轻体验”及数据孤岛导致供需失衡的核心矛盾。为此，本文构建“需求感知–精准触达–敏捷履约”闭环模型，提出基于客户生命周期价值(CLV)的分层营销策略、反向定制与波次营销的动态资源匹配方法，以及物流体验化植入的创新路径。未来，技术赋能的个性化推荐、智能库存预测与无人化配送将持续优化生鲜电商的营销–物流一体化能力，为行业提供战略升级方向。

Abstract: In the digital transformation context, achieving sustainable development through coordinated optimization of omnichannel marketing and logistics efficiency is crucial for fresh food e-commerce. This study, set in instant retail, focuses on the match between its precise marketing strategies and pre-positioned warehouse networks. By integrating marketing and supply chain management perspectives, it reveals how the marketing-logistics coordination mechanism impacts consumer stickiness. Research shows fresh food e-commerce faces core issues: “high input, low conversion” in marketing, “overemphasis on delivery, neglect of experience” in logistics, and supply-demand imbalances due to data silos. To tackle these, this paper builds a “demand perception-precise reach-agile fulfillment” closed-loop model, and proposes a CLV-based stratified marketing strategy, a dynamic resource matching method via reverse customization and batch marketing, and an innovative path for integrating logistics experience. In the future, technology-driven personalized recommendations, intelligent inventory forecasting, and unmanned distribution will optimize the marketing-logistics integration, guiding the industry’s strategic upgrade.