1合肥市每日优鲜营销策略分析摘要：新冠肺炎突袭我国，极大地影响了人们的生产生活。在大多数行业陷入困境之际，生鲜电商崛起，它的主要特点是“无接触配送”，广受好评，实现了快速逆势扩张，它在保障社会基本生活、避免社会恐慌之余，更实现了一次绝妙的客户教育与普及，为其进一步深入发展带来了难得的机遇。但随着越来越多主体的加入，生鲜电商市场的竞争也更趋激烈。如何乘势而为，在“后疫情时代”巩固和扩大自身的市场地位，考验着每一电商主体。根据以上情况，本研究在前期文案调查的基础上，选取了合肥市居民为主要调查对象，以合肥市代表性生鲜电商平台每日优鲜为典型研究对象，重点围绕消费者对每日优鲜的使用情况和看法。分析和明确了当前合肥市生鲜电商发展的态势和存在问题，并给出相应建议。本调查关于生鲜电商发展现状的探讨，对深化后疫情时代生鲜电商发展研究有一定的借鉴价值，相关数据和对问题的分析，对推进生鲜电商运营模式创新有一定的指导意义。关键词：每日优鲜；生鲜电商；发展现状2AnalysisonmarketingstrategyofdailyexcellentfreshfoodinHefeiAbstract:thenovelcoronaviruspneumoniahasattackedourcountry,whichhasgreatlyaffectedpeople'sproductionandlife.Whenmostindustriesareintrouble,freshe-commerce,withthetypicalfeatureof"contactlessdistribution",hasachievedrapidexpansionagainstthetrend.Itnotonlyensuresthebasicsociallifeandavoidssocialpanic,butalsorealizesawonderfulcustomereducationandpopularization,whichbringsarareopportunityforitsfurtherdevelopment.However,withtheparticipationofmoreandmoresubjects,thecompetitioninthefreshe-commercemarketisbecomingmoreandmorefierce.Howtotakeadvantageofthesituationtoconsolidateandexpanditsmarketpositioninthe"postepidemicera"istestingeverye-commercesubject.Accordingtotheabovesituation,thisstudyselectsHefeiresidentsasthemainsurveyobjectsonthebasisofthepreviouscopywritingsurvey,andtakestherepresentativefreshe-commerceplatformofHefeiasthetypicalresearchobject,focusingontheuseandviewsofconsumersonthedailyexcellentfresh.Thispaperanalyzesandclarifiesthecurrentdevelopmenttrendandexistingproblemsoffreshe-commerceinHefei,andgivescorrespondingsuggestions.Theinvestigationonthedevelopmentstatusoffreshe-commercehascertainreferencevaluefordeepeningtheresearchonthedevelopmentoffreshe-commerceinthepostepidemicera.Therelevantdataandanalysisoftheproblemshavecertainguidingsignificanceforpromotingtheinnovationoffreshe-commerceoperationmode.Keywords:Dailyexcellentfresh;freshe-commerce;developmentstatusI目录1绪论..............................................................11.1研究背景.....................................................11.2研究意义.....................................................12每日优鲜为代表生鲜电商发展现状分析................................22.1现状分析.....................................................22.2生鲜电商市场持续增长........................................22.3生鲜电商APP用户规模迅速扩大.................................22.4“无接触配送”渐成主流.......................................33合肥市每日优鲜的调查策划和结果分析................................33.1调查目的.....................................................33.2调查内容和方法...............................................33.2.1问卷调查法...............................................43.2.2文献调查法...............................................43.3每日优鲜产品的分析...........................................43.4每日优鲜服务和物流的分析.....................................54合肥市每日优鲜存在问题和原因......................
