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论文作者（签名）：
2023年 1月 3日
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2023年 1月 3日
新零售背景下B市谊品生鲜营销策略研究
摘要
在电商行业中，生鲜产品电子商务与其他电商模式相比具有体量轻、重品质、可
追溯性等明显特征，因其极高的复购率、快速增长的规模而广受资本市场关注。但是
生鲜电商也存在难以解决的经营难题，如冷链物流成本高、单价相对偏高、线上消费
频次较低等，还需要进一步从营销领域入手，结合新零售模式构建科学高效的生鲜电
商管理模式。为了深入、具体研究新零售背景下生鲜零售的营销优化策略，本文以谊
品生鲜的营销策略为研究对象并借助SICAS模型开展消费者生鲜消费行为调查研究。
在研究思路上，本文首先介绍新零售背景下谊品生鲜营销措施的研究背景，并界定了
新零售、生鲜电商等概念，分析了 STP理论、4P理论对本文的借鉴价值。本文研究
的重点在于结合 SICAS模型设计谊品生鲜营销现状的调查问卷，最终总结出谊品生
鲜在产品、定价、渠道、促销等方面存在的不足，进而提出B市谊品生鲜营销策略的
优化建议,在4P理论的引导下做好优化工作，提升谊品生鲜的营销效果。本文能够比
较透彻地分析谊品生鲜的营销现状和不足，为新零售背景下谊品生鲜的优化和发展提
供重要的现实意义。此外，本文结合市场营销理论和谊品生鲜营销实践，拓展了连锁
社区生鲜超市营销策略的内涵，在一定程度上展现了连锁社区生鲜超市营销领域的创
新与发展。
关键词：谊品生鲜；市场营销；SICAS模型
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新零售背景下B市谊品生鲜营销策略研究
ABSTRACT
In the e-commerce industry, compared with other e-commerce models, e-commerce
for fresh products has obvious characteristics such as light volume, quality and traceability.
It is widely concerned by the capital market because of its high repurchase rate and rapid
growth scale. However, fresh food e-commerce also has business problems that are
difficult to solve, such as high cold chain logistics costs, relatively high unit prices, low
online consumption frequency, etc. It is also necessary to further start from the marketing
field and combine the new retail model to build a scientific and efficient fresh food
e-commerce management model. In order to deeply and concretely study the marketing
optimization strategy of fresh food retail under the new retail background, this paper takes
the marketing strategy of Yipin fresh food as the research object and conducts a research
on consumers' fresh food consumption behavior with the help of SICAS model. In terms of
research ideas, this paper first introduces the research background of Yipin fresh food
marketing measures under the background of new retail, defines the concepts of new retail
and fresh food e-commerce, and analyzes the reference value of STP theory and 4P theory
for this paper. The focus of this study is to design a questionnaire on the current marketing
situation of Yipin fresh food in combination with the SICAS model, and finally summarize
the shortcomings of Yipin fresh food in terms of product, pricing, channel, promotion, etc.,
and then put forward optimization suggestions for the marketing strategy of Yipin fresh
food in B city. Under the guidance of the 4P theory, the optimization work should be done
well to improve the marketing effect of Yipin fresh food. This article can thoroughly
analyze the marketing status and shortcomings of Yipin fresh food, and provide important
practical significance for the optimization and development of Yipin fresh food under the
new retail background. In addition, combined with marketing theory and Yipin fresh food
marketing practice, this paper expands the connotation of the marketing strategy of chain
community fresh food supermarkets, and shows the innovation and development of the
marketing field of chain community fresh food supermarkets to a certain extent.
KEYWORDS:Yipin fresh food; Marketing; SICAS mode
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