摘 要在 21 世纪,互联网时代的发展在给经济发展起到的带动作用同时也不断的改变着人们的生活的消费方式。水果产品传统的营销方式也应该随着人们的生活水平以及消费能力的提高、消费方式的转变进行及时的改变,对于能否快速适应和掌握消费者不断追求个性化的需求变化对于其营销而言也是至关重要的,而个性化营销对于传统营销模式而言是一种新型的模式,并随着互联网技术的不断发展下得到极大的帮助和支持以一种新的方式被大众所熟知并且不断的成熟和发展。本文基于 C2C 平台模式去分析我国生鲜水果个性化营销发展的现状及所遇到的基础设施冷藏保鲜、个性化数据库未完善、营销人才的匮乏、和物流的配送体系未完善等等这些问题。这些问题在一定程度上阻碍了生鲜水果在 C2C 平台上的发展。在这里我主要对生鲜水果在 C2C 平台模式下如何实现个性化营销提出一些相关建议,希望能帮助生鲜水果在互联网平台上占据一席之地。关键词: C2C 平台;营销模式;生鲜水果;个性化abstractIn the 21st century, the development of the Internet era plays a driving role in the economic development and also continuously changes the way people live and consume. Fruit products of traditional marketing methods should also with the improvement of people's standard of living and consumption ability, the change of consumption patterns to change in time, to adapt quickly and grasp the consumer pursue personalized demand change is important for its marketing, and personalized marketing for the traditional marketing model is a new kind of mode, and with the continuous development of Internet technology under the great help and support in a new way was known by the public and the maturity and developmentBased on the C2C platform model, this paper analyzes the current situation of the development of personalized marketing of fresh fruits in China and the problems encountered such as the lack of infrastructure for refrigeration and preservation, the imperfect personalized database, the shortage of marketi...