网络营销在生鲜电商“盒马鲜生”中的应用摘要随着人们生活条件的不断改善，生鲜产品的消费占食品消费的比重越来越高。随着网络的快速兴起与大众传媒营销策略的进步，盒马鲜生也在电商网络中逐渐占据了一席之地。然而盒马鲜生还在发展的初始阶段，面对越来越多的竞争对手和网络负面评价，如何通过网络营销积极应对，是本文研究的问题。本文论述了关于生鲜电商以及盒马鲜生的网络营销情况，并在文章中仔细分析了盒马鲜生的网络营销环境，即宏观环境与竞争环境。并在 PEST 和 SWOT 模型的基础上，分析并探究了其在内在营销的存在问题之处，然后针对分析结果，本文提出了针对盒马鲜生网络营销的优化策略，进一步为以盒马鲜生为代表的生鲜电商提供了未来发展道路的参考。关键词：网络营销；生鲜电商；盒马鲜生Application of Network Marketing in Fresh E-commerce "Freshhema"AbstractWith the continuous improvement of people's living conditions, the proportion of fresh products in food consumption is increasing. With the rapid rise of the network and the progress of mass media marketing strategy, Boma Fresh Life has gradually occupied a place in the e-commerce network. However, Boxhorse Fresh Life is still in the initial stage of development. Faced with more and more competitors and network negative evaluation, how to actively respond through network marketing is the issue of this paper.This paper discusses the network marketing situation of fresh e-commerce and fresh box horse, and carefully analyses the network marketing environment of fresh box horse, that is, macro environment and competitive environment. On the basis of PEST and SWOT model, this paper analyses and explores the problems of its internal marketing. Then, according to the analysis results, this paper puts forward an optimization strategy for the online marketing of Boxhorse Fresh, which further provides a reference for the future development of the fresh e-commerce represented by Boxhorse ...
