江浙沪地区水产预制菜电子营销策略研究

Research on Electronic Marketing Strategy of Aquatic Pre-Made Dishes in Yangtze River Delta Region

摘要: 本文研究江浙沪地区水产预制菜的电子营销策略，基于956份问卷数据，分析消费者行为特征与数字触点。研究发现，消费者以年轻白领为主，决策受社交种草、直播电商等数字渠道深度影响。市场呈现高增长、全渠道融合趋势。建议企业构建内容驱动的种草体系，推进数据赋能的精准营销，并强化全渠道协同与数字信任建设，以提升竞争力。

Abstract: This study examines electronic marketing strategies for aquatic pre-made dishes in the Yangtze River Delta region, based on 956 survey responses analyzing consumer behavior and digital touchpoints. Findings reveal that young urban professionals dominate the market, with purchasing decisions heavily influenced by social media recommendations and live-streaming e-commerce. The market shows high growth and omnichannel integration trends. Enterprises are advised to build content-driven marketing systems, implement data-powered precision marketing, and strengthen omnichannel synergy and digital trust to enhance competitiveness.