新零售模式下商超生鲜商品的营销研究——以“盒马鲜生”为例【摘要】新零售模式不断发展，成为各大商家转型的方向。如今传统超市想要实现转型与盈利，必将要先打好生鲜版块转型战役。盒马鲜生作为生鲜新零售的代表，可作为传统超市的参考对象。对此，本文的研究目的在于探讨盒马鲜生在生鲜版块结合新零售模式所做出的变革，总结可供传统超市借鉴的经验内容。本文基于零售三要素“人货场”，从三个角度对盒马鲜生的生鲜版块进行细致的观察分析，包括了顾客定位、货物铺设和场景设计。根据分析内容得出“新零售”的经营理念与核心要素，以及盒马鲜生的成功之处。最后根据分析结果并结合传统超市尤其是二三线的区域型超市的现状提出与其相适应的营销变革策略，为广大传统超市在生鲜版块的发展提供借鉴。【关键词】新零售；人货场；生鲜MarketingResearchofFreshFoodProductsinNewRetailMode------------Taking“HemaFresh”asanExample[Abstract]Thedevelopmentofnewretailmodelhasbecomethedirectionofthetransformationofmajorbusinesses.Nowthetraditionalsupermarketwantstorealizethetransformationandprofit,mustfirstplayagoodfreshsectiontransformationcampaign.Astherepresentativeoffreshfreshretail,hemafreshcanbeusedasthereferenceobjectoftraditionalsupermarket.Inthisregard,thepurposeofthispaperistodiscussthereformoffreshproduceinfreshproducesectioncombinedwiththenewretailmode,andtosummarizetheexperiencethatcanbeusedforreferencebytraditionalsupermarkets.Thispaper,basedonthethreeelementsofretailmakesadetailedobservationandanalysisonthefreshfreshsectionofboxhorsefromthreeperspectives,includingcustomerpositioning,goodslayingandscenedesign.Accordingtotheboxmaxianshengareobtained.Finally,accordingtotheanalysisresultsandcombinedwiththestatusquoofthetraditionalsupermarkets,especiallythethird-andfourth-lineregionalsupermarkets,thepaperproposesthecorrespondingmarketingreformstrategy,whichprovidesreferenceforthedevelopmentofthemajorityoftraditionalsupermarketsinthefreshsection.[Keywords]NewRetailMode;People、ProductandPlace;FreshFood1前言....................................................11.1研究背景和意义..................................................11.2研究内容........................................................11.3研究方法........................................................22基本概念与理论基础......................................32.1“新零售”的涵义...............................................32.2“人、货、场”的涵义...........................................32.3PEST理论......................................................43新零售模式下商超生鲜商品的营销现状......................53.1新零售模式下商超生鲜商品的市场发展概况..........................53.2新零售模式下商超生鲜商品的营销现状..............................53.2.1消费者年轻化，市场竞争激烈....................................53.2.2注重服务与体验................................................73.2.3丰富多场景体验................................................74新零售模式下商超生鲜商品的市场发展优势..................84.1国家政策不断推动新零售发展。....................................84.2生鲜新零售行业发展潜力大。......................................84.3生鲜新零售符合大众需求，是用户意愿的表达。......................94.4技术发展为生鲜新零售带来机遇。..................................95新零售模式下商超生鲜商品营销中存在的问题...............115.1物流及仓储费用高，损耗率大.....................................115.2生鲜质量标准化困难.............................................115.3进入二三线困难...
