A进口水果电商公司市场营销策略研究

发布时间：2018-04-28 06:46

本文选题：电子商务 + 市场营销　；参考：《广东外语外贸大学》2016年硕士论文

【摘要】：近年来,随着我国经济的快速发展,人民生活消费水平的提高,同时我国电子商务事业快速发展,生鲜水果作为日常的消费品,越来越受到大家的青睐。我国是水果的种植大国,也是消费大国,中国国产水果主要集中5-10月份上市,每年的10月份以后,中国逐渐进入冬季,南北方的季节性水果减少,水果品种明显减少,进口水果正好弥补中国水果的季节空缺期,同时也满足一些高端消费市场。近几年来,网络购物逐渐成为人们生活中的热门话题,日常生鲜网购,方便,快捷,也越来越被大家所接受。尤其是一些年轻的消费者,她们对网络购物的接受度较高,特别是对一些新奇产品,她们更倾向于在网上购买,全方位的比较价格,产品特性,商家资质等,更容易买到物美价廉的宝贝。进口生鲜水果,作为高端的水果产品,尽管价格比一般国产水果可能要高,但是品质好,卖相好,品种丰富等特点,这些正好满足了一些高端消费者的需求,尤其是在中国的大中城市,有非常大的消费市场。本文主要以A公司作为实例,作者通过对该公司近几年进口水果业务总结,运用SWOT分析方法分析公司的优势和劣势,辨析进口水果企业在开拓国内进口水果电商市场过程中普遍存在的问题,同时采用STP理论分析目前国内进口水果电商公司的战略营销问题,并从4P营销理论出发,结合国内生鲜水果电商的实际情况和电商物流、电商环境等条件,提出相应对策和解决方案。进口水果电商市场所面临的问题和挑战主要表现在无自主品牌、无差异化产品、过度价格战营销等问题,应该在公司产品品牌化,产品差异化,同时结合市场实际需求,产品个性化,服务专业,人性化等方面做深入研究。
[Abstract]:In recent years, with the rapid development of our economy and the improvement of people's living and consumption level, as well as the rapid development of e-commerce in our country, fresh fruit, as a daily consumer goods, is more and more popular. China is a big fruit grower and a big consumer. China's domestic fruits are mainly concentrated on the market in May and October. After October every year, China gradually enters winter, and the seasonal fruits in the north and south decrease, and the varieties of fruit are obviously reduced. Imported fruits make up for the seasonal gap in Chinese fruit, and also meet some high-end consumer markets. In recent years, online shopping has gradually become a hot topic in people's lives, daily fresh online shopping, convenient, fast, and more and more accepted by everyone. Especially for some young consumers, they have a higher acceptance of online shopping, especially for some novel products. They are more inclined to buy online, compare prices, product characteristics, business qualifications, etc. It's easier to buy a cheap baby. Imported fresh fruit, as a high-end fruit product, although the price may be higher than that of domestic fruits, it has the characteristics of good quality, good sale, rich variety, etc. These just meet the needs of some high-end consumers. Especially in China's large and medium cities, there is a very large consumer market. In this paper, A company as an example, the author of the company in recent years through the import of fruit business summary, using SWOT analysis method to analyze the company's strengths and weaknesses, This paper analyzes the common problems existing in the process of developing the domestic e-commerce market of imported fruits by importing fruit enterprises. At the same time, it analyzes the strategic marketing problems of domestic import fruit e-commerce companies by using STP theory, and proceeds from the 4p marketing theory. Combined with the actual situation of domestic fresh fruit e-commerce and the conditions of e-commerce logistics and e-commerce environment, the corresponding countermeasures and solutions were put forward. The problems and challenges faced by the imported fruit e-commerce market are mainly manifested in the lack of independent brands, non-differentiated products, excessive price war marketing and other problems. They should be in the company's product branding, product differentiation, and at the same time combined with the actual needs of the market. Product personalization, service professional, humanization and other aspects to do in-depth research.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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