“新零售”背景下生鲜电商行业的营销策略分析——以“盒马”为例
Analysis of the Marketing Strategy of the Fresh E-Commerce Industry under the Background of “New Retail”—Taking “Freshippo” as an Example

随着大数据、人工智能等先进科技技术的应用，新零售业态涌现，加速推动了生鲜零售业态结构的优化升级。文章以盒马为例，结合SIVA营销理论以及SWOT分析框架，对其营销策略优化途径进行探讨。研究发现盒马凭借阿里巴巴集团的技术与资源优势，以线上线下一体化、供应链精益重构和产品业态多元互补等方式，迅速抢占市场份额，构筑差异化竞争优势。但还面临着生鲜产品保鲜成本较高、末端配送效益差、门店扩张成本攀升等企业劣势，同时也受到胖东来等商超品牌效应的冲击和美团优选、多多买菜等平台的低价竞争威胁。针对上述问题，本研究从产品、价格、渠道和促销四个维度提出了优化建议，希望能够提升盒马的营销转化率，对其他生鲜电商平台的发展也能起到一定参考意义和借鉴。
New retail formats are emerging as a result of the use of big data, artificial intelligence, and other cutting-edge technology, which is speeding up the optimization and modernization of these formats’ structures. In order to maximize its marketing strategy, this article examines the SIVA marketing theory and SWOT analysis framework using Freshippo as an example. Based on the technological and resource advantages of Alibaba Group, the study discovered that Freshippo swiftly gained market share and established unique competitive advantages through the use of lean supply chain reconstruction, online and offline integration, and a variety of complementary product formats. However, it also has corporate disadvantages like high fresh product preservation costs, inefficient terminal distribution, and growing store expansion costs. At the same time, it is also impacted by the low-price competitive threat of Meituan Preferred and Duoduo Buy Food platforms, as well as the brand influence of supermarkets like Pang Donglai. Given the aforementioned issues, this study proposes product, price, channel and promotion of the four dimensions optimization recommendations in an effort to raise Freshippo’s marketing conversion rate. These recommendations may also serve as a point of reference for the creation of additional innovative e-commerce platforms.