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1、1Introduction1.1 BackgroundoftheResearchWiththerapiddevelopmentoftheInternetandbigdata,anewretailmodelorientedbyconsumerdemandhasemerged.Itintegratesonlineandofflineandreconstructstheretailvaluechainandbusinessecosystem.Sincethetnewretai,conceptwasraisedattheHangzhouYunqiConferenceinOctober2016,gove
2、rnmentshavecontinuouslypromulgatedrelevantpoliciestopromoteitsdevelopment.Asaresult,theoperationmodeofe-grocerhasalsomadeasignificantbreakthrough,acceleratingtheonlinepenetrationofe-grocerandbecomingthemainchannelforpeopletopurchasedailynecessities.Freshippoisoneoftherepresentativesofe-grocer,whichu
3、sesbigdata,theInternet,andothertechnologiestorealizetheoptimalmatchamongpeople,goods,andfields.Ithasacompetentlogisticssystem,fromthesupplychainandwarehousingtodistribution.Thebusinessmodelisbasedonthe1+3model,cateringtodifferentkindsofconsumers.TrepresentsFreshippo,and3,includesFreshippoXMemberStor
4、e,FreshippoNeighbor,andFreshippoOutlet.Uptonow,Thereareover20FreshipposupermarketsinHangzhou.TheFreshippoSupplyChainCenterwasalsoestablishedhere.ItcanbeseenthatFreshippohasbeendevelopingrapidlyinHangzhouandispopularwiththecitizensofHangzhou.Butitstillfacesfiercecompetition.Ithassimilarfreshfoodsuper
5、marketcompetitors,suchasSam,sClubandCostco.HangZhouFreshipponeedstofindproblemswithitsmarketingplans,exploresnewsuitablemarketingplans,andimprovesthecompetitivenessandbrandinfluenceoftheenterprise.1.2 SigniHcanceoftheResearchFirstly,thetheoreticalsignificancetakesHangzhouFreshippoastheresearchobject
6、toanalyzeitsmacroandmicroenvironmentandidentifyitsmarketingstrategies.BasedontheSTPtheoryand7Psmarketingtheory,thispaperproposesFreshippo,smarketingstrategy,whichhasspecificguidanceandsignificantreferencesforresearchinganddevelopingmarketingstrategiesinChina,se-grocerindustryandprovidesareferencefor
7、otherresearchers.Secondly,thepracticalsignificanceofoptimizingFreshippo,smarketingstrategyandproposingcorrespondingsuggestionsbasedonsurveydatapositivelyimpactsFreshippo,sexpansionandincreasingmarketshare.Then,asaguideforthetransformationoftraditionalfreshfoodretailintoonlinemarketing,thetraditional
8、retailandfreshfoodindustriesarenowshiftingtoonlinemarketing.Finally,itpromotesthedevelopmentofthefreshfoodindustry,identifiestheproblemsinitscurrentmarketingstrategythroughaquestionnairesurvey,andprovidescorrespondingsuggestions.2EnvironmentalAnalysis2.1 TheConceptofNewRetailingThenewretailmodelisba
9、sedontheInternetandcombinedwithadvancedtechnologiessuchasbigdataandartificialintelligence.Itreshapestheindustrystructureandecosystembyupgradingandtransformingtheproduction,circulation,andsalesprocessesofgoods,achievingadeepintegrationofonlineservices,offlineexperiences,andmodemlogistics.Thecorefeatu
10、reofnewretailisseamlessopeningandclosingofconsumerexperience,aswellasdata-drivendecision-making.Itemphasizesthecollaborativeoperationofonlineandoffline,thedeepintegrationoffront-endconsumerexperienceandback-endsupplychainelementsinordertodeeplyunderstandconsumerneedsandprovidemoreefficientandpersona
11、lizedservices.HangZhouFreshippoutilizesadvancedtechnologiestosellproducts,soconsumercanbuyfoodonlineandreceivethemin30minutesathomeconveniently.Theycanalsousebigdatatorecognizeconsumer,spreferenceandadjusttheirsellingstrategies.2.2 MacroEnvironmentalAnalysis-PESTAnalysis2.2.1 PoliticalFactors(1)Nati
12、onalPolicyAsanimportantfieldrelatedtothenationaleconomyandpeopleslivelihood,thefreshfoodindustryhasreceivedhighattentionfromgovernmentsentirelyandcriticalsupportfromnationalindustrialpolicies.Since2020,multiplepolicieshavebeenpromulgatedtoencouragethedevelopmentandinnovationofthee-grocerindustry.Dur
13、ingthe14thFive-YearPlanperiod,centralauthoritiesputforwardhigherrequirementsfordevelopinge-grocer,mainlyfocusingonimprovingthefreshlogisticssystemandcreatingdigital,economic,andotheraspectsofcomprehensiveplanning,reflectingthecountry,sstrongsupportforfreshfoodenterprises.E-grocerwillflourishwithstab
14、leeconomicpoliciesandstandardizedlawsandregulations.(2)1.ocalGovernmentFrom2020to2023,variousprovincesandcitieshavesuccessivelyintroducedpoliciestorelatede-grocerandrelatedindustries.InJune2022,theGeneralOfficeoftheHangzhouMunicipalPeople,sGovernmentissuedseveralopinionsonpromotingthehigh-qualitydev
15、elopmentofnewe-commerceinHangzhou.Hangzhouwillvigorouslypromotenewretailmodeandfreshe-grocersuchasuFreshippo,5,leveragetheadvantagesofHangzhou1Sbigdata,andpromotetheintegrateddevelopmentofrurale-commerce.2.2.2 EconomicFactors(1)StableEconomyInJanuary2024,datareleasedbytheHangzhouMunicipalBureauofSta
16、tisticsshowedthatthetotalGDPofHangzhouin2023was2.01trillionyuan,ayear-on-yearincreaseof5.6%.Hangzhou5Stotaleconomicoutputaccountedfor24%oftheprovince,rankingfirstinZhejiangProvince,asshowninthefigure.TheShangchengDistrictandYuhangDistrictinHangzhouCityrankhigh,andFreshippohasawidedistributionofstoresinthesetwodistricts.Hangzhousoveralleconomicdevelopmentisstrong,withpercapitaincomelevelsofresidentssteadilyincreasingtheirconsumptioncapacityandwilli
