绿蔬果园生鲜电商营销策略分析.docVIP

ADDIN CNKISM.UserStyle绿蔬果园生鲜电商营销策略分析 摘 要 当前世界经济增长缓慢,经济下行压力大。而我国也不能独善其身。一些行业受到了不同程度的影响，尤其是传统行业。很多企业采用保守型战略。但互联网经济的发展确迎头而上,互联网+模式的发展迎合了时代的潮流。人们每一天每一顿都离不开生鲜食品，生鲜食品是每个家庭不可缺少的必需品。安全、卫生、方便、新鲜的生鲜产品正日益成为消费者新的需求。不过，也有很多问题，这也是值得关注的。例如，物流成本高是生鲜电商的一个重要因素。 在对生鲜电子商务文献进行大量研究的基础上，结合电子商务相关理论，营销相关理论和新的电子商务营销的问题进行了深入分析。分析绿蔬果园市场的现状，根据具体问题，并说明理由。在此基础上，本文分析了绿蔬果园营销概述，了解存在于新鲜电子商务发展的问题，并提出解决方案。本文以绿蔬果园为研究对象，以调查了解真实情况, 认真分析和发现问题，解决问题的思路为绿蔬果园和我国其他生鲜电商的营销发展提供了借鉴与参考。 关键词：互联网经济 生鲜电商 物流成本 解决措施 Analysis on the Marketing Strategy of Green and Vegetable Orchard Abstract At present, the world economic development is slow. Although China is the largest developing country, it is not immune. Various industries have been affected to varying degrees, especially traditional industries. Many companies adopt conservative strategies. However, the development of the Internet economy is indeed going forward. The development of the Internet + model has catered to the trend of the times. There is some opportunity for market space. The people take food as the sky, fresh food is an indispensable daily necessities of every family. Safe, fresh, hygienic, convenient, clean and fresh products have become more and more peoples consumption demands. However, there are also many problems that are worth paying attention to. For example, high logistics costs are an important factor for fresh electricity merchants to make profits. Through the analysis of the business model, business model, management model, technology model and network marketing model of green and vegetable orchard fresh electric business, this paper understands the problems existing in the development of fresh electric business today and puts forward some measures to solve them. Key words: Internet economy Fresh electricity merchants Logistics costs Solutions 一、绪 论 （一）课题背景和意义 1、课题研究背景 目前，世界经济增长正在放缓，中国国内经济面临下行压力。我国正处于深化改革开放的新时代。然而互联网经济的发展蒸蒸日上,“互联网+”模式的发展迎合了时代的潮流,出现了一些新的机会。同时,习总书记在十九大报告中指出:“中国特色社会主义进入新时代,社会主要矛盾转化为人民日益增长的美好生活需要和不平衡、不充分的发展之间的矛盾。”新鲜、安