广东东软学院本科毕业设计（论文） 新零售时代下“盒马鲜生”超市的营销策略分析 Analysis on the Marketing Strategy of "Freshippo"Supermarket in the New Retail Era 内容摘要随着我国经济的飞速发展并在新零售的趋势下，消费者对生鲜产品需求与日俱增并伴随着消费观念不断地转变，电商巨头纷纷涉足生鲜电商这片蓝海并开始布局线下。本文以生鲜电商行业为代表的盒马鲜生商超为研究对象，分析了新零售背景下盒马鲜生商超营销策略的亮点和创新及目前存在的问题，并提出了相应的优化策略，总结其成功之处，以期对我国生鲜电商的转型有所借鉴乃至传统零售业的转型提供重要启示广东东软学院本科毕业设计（论文）及重要意义。关键词：新零售；盒马鲜生；营销策略AbstractWith the rapid development of China's economy and the trend of new retailing, consumers' demand for fresh products is increasing day by day and with the consumption concept continue to change, e-commerce giants have joined the blue ocean of fresh e-commerce and began to deploy offline. This thesis takes Freshippo Supermarket, represented by the fresh e-commerce industry as the research object, and under the new retailing background to analyzes the highlights and innovation of the Freshippo Supermarket marketing strategy as well as the current problems, and puts forward corresponding optimization strategies, summarizes its success. In order to provide reference for the transformation of fresh e-commerce in China and even the transformation of traditional retail industry, it will provide important inspiration and significance.Key words：New retailing；Freshippo supermarket；Marketing strategy广东东软学院本科毕业设计（论文）广东东软学院本科毕业设计（论文）目 录第一章引言................................................1第二章生鲜电商行业背景 PEST 分析...........................22.1 P: 国家政策大力支持..................................22.2 E: 居民生活品质上升带动需求..........................32.3 S: 消费群体及消费...
