零售企业网络营销策略研究-以盒马鲜生为例 中 文 摘 要 当今时代,科技的发展使得互联网用户的数量迅速上升,网络已是不可缺少的生活伴侣,网上购物也非常方便,受到广大消费者喜爱。我们国家互联网零售业早在1999年的时候就已经上线,一直保持着持续成长。然而,网络营销以成为了当代一种新兴的零售业态,这表明,后续的发展必将会遇到种种相关的麻烦。本文从零售企业的网络营销现状出发,分析当前的零售业在进行互联网的网络营销时存在的相关问题,然后针对这些存在的问题进行相应的分析,提出有针对性的对策。根据以已成功在网络上开展销售的盒马鲜生APP为主要例子,研究了关于盒马鲜生目前的网络营销策略,从而进一步分析其在大数据下的营销环境,探讨盒马鲜生在进行网络营销中处于怎样的环境地位,总结了盒马鲜生网络营销中存在的劣势和不足,为零售企业在进行网络销售时提供借鉴。
关键词 盒马鲜生 网销 零售业 毕 业 论 文 外 文 摘 要 Title Research on the Online Marketing of Retail Businesses --Taking Hema Fresh as an Example Abstract With the continuous development of Internet technology, the number of netizens has risen at a rapid pace. The network has become an indispensable life partner in the hearts of the people. Mobile network shopping is also very convenient, fast, without time and space constraints, and is loved by the majority of consumers. speed, no time and space restrictions. Our country's Internet retail industry started in the early 20th century, and in recent years, it has been developing rapidly. Nevertheless, as a new retail format, network marketing will inevitably encounter a series of problems. Starting from the current situation of online marketing in retail enterprises, this paper analyses the problems faced by retail enterprises in developing online...
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