毕业论文.docx

1Introduction1.1 BackgroundoftheResearchWiththerapiddevelopmentoftheInternetandbigdata,anewretailmodelorientedbyconsumerdemandhasemerged.Itintegratesonlineandofflineandreconstructstheretailvaluechainandbusinessecosystem.Sincethetnewretai,conceptwasraisedattheHangzhouYunqiConferenceinOctober2016,governmentshavecontinuouslypromulgatedrelevantpoliciestopromoteitsdevelopment.Asaresult,theoperationmodeofe-grocerhasalsomadeasignificantbreakthrough,acceleratingtheonlinepenetrationofe-grocerandbecomingthemainchannelforpeopletopurchasedailynecessities.Freshippoisoneoftherepresentativesofe-grocer,whichusesbigdata,theInternet,andothertechnologiestorealizetheoptimalmatchamongpeople,goods,andfields.Ithasacompetentlogisticssystem,fromthesupplychainandwarehousingtodistribution.Thebusinessmodelisbasedonthe"1+3"model,cateringtodifferentkindsofconsumers.'T'representsFreshippo,and'3,includesFreshippoXMemberStore,FreshippoNeighbor,andFreshippoOutlet.Uptonow,Thereareover20FreshipposupermarketsinHangzhou.TheFreshippoSupplyChainCenterwasalsoestablishedhere.ItcanbeseenthatFreshippohasbeendevelopingrapidlyinHangzhouandispopularwiththecitizensofHangzhou.Butitstillfacesfiercecompetition.Ithassimilarfreshfoodsupermarketcompetitors,suchasSam,sClubandCostco.HangZhouFreshipponeedstofindproblemswithitsmarketingplans,exploresnewsuitablemarketingplans,andimprovesthecompetitivenessandbrandinfluenceoftheenterprise.1.2 SigniHcanceoftheResearchFirstly,thetheoreticalsignificancetakesHangzhouFreshippoastheresearchobjecttoanalyzeitsmacroandmicroenvironmentandidentifyitsmarketingstrategies.BasedontheSTPtheoryand7Psmarketingtheory,thispaperproposesFreshippo,smarketingstrategy,whichhasspecificguidanceandsignificantreferencesforresearchinganddevelopingmarketingstrategiesinChina,se-grocerindustryandprovidesareferenceforotherresearchers.Secondly,thepracticalsignificanceofoptimizingFreshippo,smarketingstrategyandproposingcorrespondingsuggestionsbasedonsurveydatapositivelyimpactsFreshippo,sexpansionandincreasingmarketshare.Then,asaguideforthetransformationoftraditionalfreshfoodretailintoonlinemarketing,thetraditionalretailandfreshfoodindustriesarenowshiftingtoonlinemarketing.Finally,itpromotesthedevelopmentofthefreshfoodindustry,identifiestheproblemsinitscurrentmarketingstrategythroughaquestionnairesurvey,andprovidescorrespondingsuggestions.2EnvironmentalAnalysis2.1 TheConceptofNewRetailingThenewretailmodelisbasedontheInternetandcombinedwithadvancedtechnologiessuchasbigdataandartificialintelligence.Itreshapestheindustrystructureandecosystembyupgradingandtransformingtheproduction,circulation,andsalesprocessesofgoods,achievingadeepintegrationofonlineservices,offlineexperiences,andmodemlogistics.Thecorefeatureofnewretailisseamlessopeningandclosingofconsumerexperience,aswellasdata-drivendecision-making.Itemphasizesthecollaborativeoperationofonlineandoffline,thedeepintegrationoffront-endconsumerexperienceandback-endsupplychainelementsinordertodeeplyunderstandconsumerneedsandprovidemoreefficientandpersonalizedservices.HangZhouFreshippoutilizesadvancedtechnologiestosellproducts,soconsumercanbuyfoodonlineandreceivethemin30minutesathomeconveniently.Theycanalsousebigdatatorecognizeconsumer,spreferenceandadjusttheirsellingstrategies.2.2 MacroEnvironmentalAnalysis-PESTAnalysis2.2.1 PoliticalFactors(1)NationalPolicyAsanimportantfieldrelatedtothenationaleconomyandpeople'slivelihood,thefreshfoodindustryhasreceivedhighattentionfromgovernmentsentirelyandcriticalsupportfromnationalindustrialpolicies.Since2020,multiplepolicieshavebeenpromulgatedtoencouragethedevelopmentandinnovationofthee-grocerindustry.Duringthe14thFive-YearPlanperiod,centralauthoritiesputforwardhigherrequirementsfordevelopinge-grocer,mainlyfocusingonimprovingthefreshlogisticssystemandcreatingdigital,economic,andotheraspectsofcomprehensiveplanning,reflectingthecountry,sstrongsupportforfreshfoodenterprises.E-grocerwillflourishwithstableeconomicpoliciesandstandardizedlawsandregulations.(2)1.ocalGovernmentFrom2020to2023,variousprovincesandcitieshavesuccessivelyintroducedpoliciestorelatede-grocerandrelatedindustries.InJune2022,theGeneralOfficeoftheHangzhouMunicipalPeople,sGovernmentissuedseveralopinionsonpromotingthehigh-qualitydevelopmentofnewe-commerceinHangzhou.Hangzhouwillvigorouslypromotenewretailmodeandfreshe-grocersuchasuFreshippo,5,leveragetheadvantagesofHangzhou1Sbigdata,andpromotetheintegrateddevelopmentofrurale-commerce.2.2.2 EconomicFactors(1)StableEconomyInJanuary2024,datareleasedbytheHangzhouMunicipalBureauofStatisticsshowedthatthetotalGDPofHangzhouin2023was2.01trillionyuan,ayear-on-yearincreaseof5.6%.Hangzhou5Stotaleconomicoutputaccountedfor24%oftheprovince,rankingfirstinZhejiangProvince,asshowninthefigure.TheShangchengDistrictandYuhangDistrictinHangzhouCityrankhigh,andFreshippohasawidedistributionofstoresinthesetwodistricts.Hangzhou'soveralleconomicdevelopmentisstrong,withpercapitaincomelevelsofresidentssteadilyincreasingtheirconsumptioncapacityandwilli