新零售生鮮企業行銷現狀探討－以盒馬鮮生為例

The Discussion on Marketing in Ratail of Fresh Food-Taking Fresh Herma as an Example

林芊妍(Chien-Yen Lin) ； 陳詠琪(Yong-Ci Chen)

《計量管理期刊》 18卷1期 (2021/05) Pp. 111-121

摘要

當後疫情時代的來臨，生鮮零售業在業態發展進入另一個新常態時，線下零售業因電商零售衝擊的影響出現大規模關店潮，線下零售業在發展期過後，消費者意識抬頭，銷售量無法再提高，紅利逐漸衰退時，也開始產生一連串的退場潮，生鮮零售業者面臨重新思量新的銷售模式。本文主要探討新零售生鮮企業的行銷策略，以盒馬鮮生為例，採用文獻探討及案例分析以了解盒馬鮮生的新零售行銷策略現況，並且運用分析方法整理歸納盒馬鮮生的新零售行銷策略，由此得出盒馬鮮生的優勢所在及在新零售模式中所採取的行銷策略，提供其他企業作為參考借鑒。

關鍵字

生鮮零售業 ； 衝擊 ； 盒馬鮮生 ； 行銷策略

並列摘要

With the advent of the post-epidemic era, the development of the fresh food retail industry seems to have entered another new model. The offline retail industry has undergone a large-scale ＂shutdown tide＂ due to the of e-commerce retail. Moreover, after the offline retail industry has reached its peak, consumer awareness gradually increased, sales volume could not continue to increase, and dividends gradually declined, which has also caused a series of ＂exit tides＂ in offline retail. Therefore, fresh food retailers have to rethink new sales models. Take ＂Fresh Hema＂ as example, literature discussion and case analysis are used to understand the current situation of the Hema Fresh's new retail marketing strategy, and the use of analytical methods to sort out the Hema Fresh's new retail marketing strategy, so as to obtain the Hema Xiansheng 's advantages and the marketing strategy adopted in the new retail model, for the reference of other enterprises.

並列關鍵字

Fresh food retail industry ； Huge impact Fresh Hema ； Marketing strategy

參考文獻

王俊嶺，孫亞軍，中國市場生鮮零售交易已經突破 2 萬億元，人民網－人民日報海外版，2020 年。

中國大陸商情，線上生鮮消費疫軍突起剛性需求-中國大陸-生鮮電商挽頹勢，https://www.trademag.org.tw/page/newsid1/?id=775736&iz=0，2020 年。

Wiki，盒馬鮮生，https://zh.wikipedia.org/wiki/%E7%9B%92%E9%A6%AC%E9%AE%AE%E7%94%9F，2021 年。

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