Year: 2025
Type: article
Abstract: 随着互联网技术的发展与消费者生活方式的转变，生鲜电商市场规模迅速扩张，O2O模式凭借线上线下融合的优势，成为生鲜电商的重要发展方向。本文以M公司为研究对象，深入剖析其基于O2O模式的生鲜电商营销策略。首先对M公司所处的宏观环境、行业竞争格局以及自身优劣势进行梳理，明确其在市场中的定位。接着，从产品、价格、渠道、促销等维度，系统分析M公司现有营销策略的实施情况，发现其在产品标准化、配送时效性、线上线下协同等方面存在的问题。最后，结合行业趋势与消费者需求，从优化供应链管理、提升服务体验、创新营销方式等方面，提出针对性的营销策略优化建议，旨在为M公司提升市场竞争力，实现可持续发展提供理论支持与实践参考，也为同行业企业的发展提供借鉴。With the development of Internet technology and the change in consumers’ lifestyles, the market scale of fresh food e-commerce has expanded rapidly. O2O mode has become an important development direction of fresh food e-commerce by virtue of the advantages of online and offline integration. This article takes M Company as the research object and deeply analyzes its fresh e-commerce marketing strategy based on O2O mode. Firstly, sort out the macro environment, industry competition pattern, and advantages and disadvantages of M company, and clarify its positioning in the market. Next, from the dimensions of product, price, channel, promotion, etc., the implementation of M company’s existing marketing strategy was systematically analyzed, and problems were found in product standardization, delivery timeliness, online and offline collaboration, etc. Finally, based on industry trends and consumer demand, targeted marketing strategy optimization suggestions are proposed from the aspects of optimizing supply chain management, improving service experience, and innovating marketing methods. The aim is to provide theoretical support and practical reference for M Company to enhance its market competitiveness and achieve sustainable development, as well as to provide reference for the development of peers in the same industry.
Source: E-Commerce Letters
Author: 晓亮 白
Institution: Gansu Agricultural University
Language: English
Subfield: Business and International Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410827526