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ApplicationofNetworkMarketinginFreshE-commerce"Freshhema"AbstractWiththecontinuousimprovementofpeople'slivingconditions,theproportionoffreshproductsinfoodconsumptionisincreasing.Withtherapidriseofthenetworkandtheprogressofmassmediamarketingstrategy,BomaFreshLifehasgraduallyoccupiedaplaceinthee-commercenetwork.However,BoxhorseFreshLifeisstillintheinitialstageofdevelopment.Facedwithmoreandmorecompetitorsandnetworknegativeevaluation,howtoactivelyrespondthroughnetworkmarketingistheissueofthispaper.Thispaperdiscussesthenetworkmarketingsituationoffreshe-commerceandfreshboxhorse,andcarefullyanalysesthenetworkmarketingenvironmentoffreshboxhorse,thatis,macroenvironmentandcompetitiveenvironment.OnthebasisofPESTandSWOTmodel,thispaperanalysesandexplorestheproblemsofitsinternalmarketing.Then,accordingtotheanalysisresults,thispaperputsforwardanoptimizationstrategyfortheonlinemarketingofBoxhorseFresh,whichfurtherprovidesareferenceforthefuturedevelopmentofthefreshe-commercerepresentedbyBoxhorseFresh.Keywords:networkmarketing;freshe-commerce;Freshhema目录0引言...................................................................11相关概念...............................................................11.1网络营销.........................................................11.2生鲜电商.........................................................22生鲜电商“盒马鲜生”网络营销环境分析...................................32.1盒马鲜生的概况...................................................32.2盒马鲜生网络营销宏观环境分析.....................................42.3盒马鲜生网络营销竞争环境分析.....................................42.4盒马鲜生网络营销现状.............................................73盒马鲜生网络营销调查问卷分析...........................................93.1调查问卷的目的与实施.............................................93.2调查问卷结果分析.................................................94生鲜电商“盒马鲜生”网络营销的优化策略................................124.1强化营销互动....................................................124.2建立消费习惯....................................................124.3规范营销行为....................................................134.4培养粉丝口碑....................................................13结论....................................................................15致谢....................................................................16参考文献................................................................17附录盒马鲜生网络营销调查问卷...........................................18网络营销在生鲜电商“盒马鲜生”中的应用0引言现在人们的生活条件逐渐改善，人们不再只是满足于吃饱，而是追求吃得健康。因此在所购买的食品中，蔬...
