【作者】 王帅；

【导师】 李光旭；

【作者基本信息】 电子科技大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 信息技术的不断进步为很多行业的发展带来了契机,如信息技术在生鲜农产品销售上的应用,出现了各类生鲜电商、生鲜农产品销售平台等等。但电子商务的不断发展也使生鲜农产品面临较大的市场竞争,当前国内中大型以上的电商企业有2000家以上,其中仅有3%能够实现盈利,而大部分深耕生鲜领域的电商还处于亏损之中。因此,可以看出当前生鲜电商企业的发展面临着较大的挑战,而从盈利角度来看如何增加生鲜电商平台的营收是当前的关键问题,因此对生鲜电商平台研究其营销策略就具有非常重要的意义。本文首先对电商环境下消费者的购买行为进行分析,并在此基础上对生鲜电商平台发展的相关问题进行研究,引入本文研究的主题。随后,文章的第二部分介绍了本文涉及的相关概念,如生鲜农产品、电子商务、个性化营销、大数据等,同时对本文涉及的营销理论等进行了介绍,为后文的研究提供了理论基础。接着,本文以A公司的冷链生鲜平台为例,对该平台经营所面临的外部宏观环境、内部经营环境等展开研究,并结合调研,分析了其生鲜平台上消费者的行为模式,并应用联合分析法评价了消费者属性的水平效用值、重要性值等研究各属性的重要性。紧接着,分析了A公司生鲜电商平台营销中的影响因素,并基于4P营销理论的各个维度研究了其在营销策略制定中存在的问题。随后,基于消费者偏好数据,结合大数据技术和4P理论等分别从产品、价格、渠道、促销等方面对A公司的冷链生鲜平台提出了针对性的优化策略。本文的研究能够为A公司生鲜电商平台的发展提供具体的产品策略、价格策略、渠道策略、促销策略方面的建议与具体的可执行策略。通过对大数据技术的应用,能够优化产品、价格、渠道、促销等方面的用户需求,提高营销的精准性,同时提高用户的满意度、提高产品的销售,塑造A公司生鲜电商农产品平台的品牌形象等等。总之,结合大数据技术能够降低A公司在相关市场营销策略的制定、实施方面的投入,提高营销的效果,为A公司在生鲜农产品市场的发展提供坚实的基础。更多还原

【Abstract】 The continuous progress of information technology has brought opportunities for the development of many industries,such as the application of information technology in the sale of fresh agricultural products,various kinds of fresh e-commerce,fresh agricultural product sales platforms and so on.However,the continuous development of e-commerce also makes fresh agricultural products face greater market competition.At present,there are more than 2000 large and medium-sized e-commerce enterprises in China,of which only 3% can make profits,while most of the e-commerce enterprises that focus on fresh agricultural products are still in deficit.Therefore,it can be seen that the development of the fresh food e-commerce enterprises is facing great challenges,and how to increase the revenue of the fresh food e-commerce platform from the perspective of profitability is the key issue at present,so it is of great significance to study the marketing strategy of the fresh food e-commerce platform.This thesis first analyzes the purchase behavior of consumers in the e-commerce environment,and on this basis,studies the relevant issues of the development of fresh e-commerce platform,and introduces the theme of this study.Then,the second part of the article introduces the relevant concepts involved in this article,such as fresh agricultural products,e-commerce,personalized marketing,big data,etc.,and introduces the marketing theory involved in this article,which provides a theoretical basis for the following research.Then,taking the cold chain fresh food platform of Company A as an example,this thesis conducts research on the external macro environment and internal business environment faced by the platform’s operation,and analyzes the behavior mode of consumers on its fresh food platform in combination with research,and applies the joint analysis method to evaluate the horizontal utility value and importance value of consumer attributes to study the importance of each attribute.Then,it analyzed the influencing factors in the marketing of the fresh food e-commerce platform of Company A,and studied the problems in the formulation of its marketing strategy based on various dimensions of the 4P marketing theory.Then,based on consumer preference data,combined with big data technology and 4P theory,targeted optimization strategies were proposed for Company A’s cold chain fresh food platform from product,price,channel,promotion and other aspects.The research of this thesis can provide specific suggestions and specific executable strategies on product strategy,price strategy,channel strategy,promotion strategy for the development of A company’s fresh e-commerce platform.Through the application of big data technology,we can optimize user needs in terms of products,prices,channels,promotions,etc.,improve the accuracy of marketing,improve user satisfaction,improve product sales,and shape the brand image of A’s fresh e-commerce agricultural product platform.In a word,combining big data technology can reduce Company A’s investment in the formulation and implementation of relevant marketing strategies,improve the marketing effect,and provide a solid foundation for Company A’s development in the fresh agricultural product market.更多还原