摘 要目前，新零售模式发展迅速，初步实现了从数量到质量的指数级飞跃。新零售模式衍生出的大数据也服务于各行各业。和传统的大规模超市相比，新型零售超市中小业态的蓬勃发展给生活带来了诸多便利。在“新零售”背景下，加上阿里巴巴，腾讯等互联网巨头前后加入生鲜电商，使得生鲜超市正在与时俱进的不断进行改革。本文主要介绍了新零售的概念和模式，以及在“新零售”下生鲜行业的发展，最后再以“超级品种”为例，探讨其产品、价格、渠道、促销等营销策略分析在新零售模式背景下生鲜产业营销策略的不足，并提供有用的建议，为其他生鲜超市提供启示。关键词：新零售；生鲜；超级物种AbstractAt present, the new retail model development is rapid, the preliminary realized the exponential leap from quantity to quality of the large data derived from new retail model and service in all walks of life compared to the traditional large-scale supermarket, the vigorous development of the new type of small and medium-sized retail supermarket formats has brought a lot of convenience to the life in the context of new retail, coupled with alibaba, tencent and other Internet giants before and after adding fresh electricity, making fresh supermarket is advancing with The Times of reform.This article mainly introduced the new retail concepts and patterns, and the development of fresh under new retail industry, and then in Super species, for example, discuss the product,price,channel,promotion,marketing strategy analysis under the background of new retail model, such as fresh industry marketing strategies, and to provide useful Suggestions, providing inspiration to other fresh supermarket.Key words：The new retail; Fresh; Super species目 录1 引言………………………………………………………………………………P61.1 研究背景及意义 ………………………………………………………………P61.1.1 研究背景 ……………………………………………………………………P61.1.2 研究意义 ………………...
