生鲜新零售可持续发展模式探析——基于盒马鲜生和小象生鲜的案例分析

随着互联网技术的不断发展,各行业零售模式都在不断创新,传统生鲜行业也正在打造基于线上线下相融合的新零售业态。本文以盒马鲜生与小象生鲜的案例为切入点,分析生鲜新零售的营销模式,并对其发展过程中出现的问题进行深入剖析,最后从构建生活社区、重视客户关系管理、增强核心竞争力三方面对生鲜新零售可持续发展提出建议。

Analysis on the Sustainable Development Model of Fresh Retail--A Case Study Based on Hema Fresh and Baby Elephant Fresh

With the continuous development of Internet technology,retail models in various industries are constantly innovating,and the traditional fresh produce industry is also creating a new retail format based on online and offline integration.This article takes the cases of Hema Xiansheng and Baby Elephant Fresh as the starting point,analyzes the fresh retail marketing model,and analyzes the problems in its development process.Finally,it starts from building a living community,focusing on customer relationship management,and strengthening Three aspects of core competitiveness make recommendations for the sustainable development of fresh and new retail.