盒马”市场营销模式分析摘要随着互联网的快速发展与普及，科技进步导致的生产力、商业设施、买和卖的方式等一系列的变化，各行各业都开始逐步实现自身与互联网的融合，进而推动线上和线下一体化进程，使互联网力量和线下的实体店终端形成合力，形成线上服务、线下体验以及现代物流进行深度融合的新零售模式，完成电商平台和实体零售店面在商业维度上的优化升级。在生鲜领域，“盒马”是其典型代表。本文首先运用文献索引法、资料检索等方法，搜集了“盒马”及其所在生鲜市场的研究数据，对其概况、目标消费群体、市场定位进行介绍并对比分析其竞争对手的发展策略。然后，通过观察、实例、数据分析等方法研究“盒马”营销策略的现状。最后，从理论结合实际应用分析的角度探究“盒马”营销模式中存在的问题并提出相应的对策建议。关键词:新零售模式；营销模式；问题；对策建议AnalysisontheMarketingModelof“BoxHorse”AbstractWiththerapiddevelopmentandpopularizationoftheInternet,aseriesofchangesinproductivity,commercialfacilities,waysofbuyingandsellingcausedbytheprogressofscienceandtechnology,allwalksoflifehavebeguntograduallyrealizetheirintegrationwiththeInternet,thuspromotingtheintegrationprocessofonlineandoffline,makingthepoweroftheInternetandofflinephysicalstoreterminalsformajointforce,formingonlineservices,offlineexperienceandmodernthings.Thenewretailmodeofdeepintegrationofstreamscompletestheoptimizationandupgradingofe-commerceplatformandphysicalretailstoresinthebusinessdimension.Inthefieldoffreshfood,"boxhorse"isitstypicalrepresentative.Firstly,thispapercollectstheresearchdataof"boxhorse"anditsfreshmarketbyusingthemethodsofliteratureindexanddataretrieval,introducesitsgeneralsituation,targetconsumergroupsandmarketpositioning,andcomparesandanalysesthedevelopmentstrategiesofitscompetitors.Then,Istudythestatusof"boxhorse"marketingstrategy,throughobservation,examples,dataanalysisandothermethods.Finally,fromtheperspectiveofcombiningtheorywithpracticalapplicationanalysis,thispaperexplorestheproblemsexistinginthe"boxhorse"marketingmodelandputsforwardcorrespondingcountermeasuresandsuggestions.Keywords:NewRetailModel;MarketingMode;Problems;CountermeasuresandSuggestions目录引言...................................................................................................................................................................3一、盒马简介及行业现状...................................................................................