题目网络生鲜的营销模式分析评价目录第一章绪论..........................................................................................................................................11.1研究背景及意义.............................................................................................................................11.1.1研究背景..............................................................................................................................11.1.2研究意义..............................................................................................................................11.2研究方法..........................................................................................................................................1第二章文献综述..................................................................................................................................22.1生鲜电商的概念行业难点..............................................................................................................22.1.1生鲜电商的含义..................................................................................................................22.1.2我国生鲜电商的发展历史..................................................................................................22.1.3生鲜电商的难点..................................................................................................................22.2消费者行为......................................................................................................................................32.2.1消费者行为学的概念、作用及影响因素...........................................................................32.2.2消费者的购买决策过程......................................................................................................32.34PS营销理论..................................................................................................................................42.3.1产品策略..............................................................................................................................42.3.2价格策略..............................................................................................................................52.3.3渠道策略..............................................................................................................................52.3.4促销策略..............................................................................................................................5第三章生鲜行业发展及竞争分析......................................................................................................63.1我国生鲜电商行业发展及现状......................................................................................................63.1.1我国生鲜电商处于高速发展的阶段...................................................................................63.1.2生鲜电商大额融资消息与倒闭负面消息并存...................................................................63.1.3生鲜电商市场是一个自由市场...........................................................................................73.2我国生鲜电商行业环境分析.........................................................................................................73.2.1生鲜电商宏观环塊分析................................
