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论文编号：	14392
作者编号：	2320213826
上传时间：	2023/12/13 11:00:04
中文题目：	天津七鲜超市营销策略研究
英文题目：	Research on Marketing Strategy of Tianjin 7FRESH Supermarket
指导老师：	杜建刚教授
中文关键字：	营销策略；生鲜零售；七鲜超市
英文关键字：	Marketing Strategy; Fresh Food Retail; 7Fresh Supermarket
中文摘要：	社会经济发展水平的提升助推了人民生活水平的提高，与之俱增的是人民对健康生活方式的重视，标志之一就是消费者对高品质的生鲜食品的追逐。信息技术的发展促进了零售行业商业模式的变化，现如今，消费者购买生鲜食品的渠道，不仅局限于线下的传统超市、社区生鲜店、菜市场，而是有了更多的线上选择，比如店仓一体化模式、平台模式、前置仓模式、以及社区团购模式等。以阿里巴巴、京东为代表的互联网巨头凭借电商实力向线下市场布局零售门店，以永辉超市、山姆会员店为代表的老牌线下零售商打造数字化能力，兼容线上。线上线下的零售边界逐渐模糊。 京东旗下的7FRESH七鲜超市是店仓一体化模式的代表之一。成立于2017年4月，七鲜超市是京东在生鲜零售行业的重要布局，其线下门店兼顾“店”与“仓”双重功能，位置通常选择在商圈、社区、写字楼等场所附近。其线上渠道为自营 APP、小程序、第三方外卖平台，配送范围可覆盖以门店为中心的3公里半径内。截至 2022 年底，七鲜在全国开设 40 家门店。截止2023年8月，七鲜在天津开设7家门店。 本文以天津七鲜超市为实例，以市场营销战略STP理论以及服务营销7Ps理论为指导，首先利用环境分析工具、SWOT分析工具针对天津七鲜超市所面对的宏观环境，内外部竞争环境进行分析。以7Ps理论为框架，通过问卷方式进行消费者满意度调研，并对大众点评的消费者评价进行文本以及归纳分析，消费者视角下营销策略现存问题。随后，通过STP理论对天津七鲜超市进行目标市场选择及定位，并运用7Ps理论给出营销策略的改进措施。最后，提出营销策略实施需要的必要保障措施。本文的研究可以为天津七鲜超市的未来发展提供参考建议，同时对其他生鲜零售商提供借鉴意义。
英文摘要：	The increase in the level of socio-economic development has promoted the improvement of the standard of living of the people, and with it, people's emphasis on healthy lifestyles, one of the hallmarks of which is consumers' pursuit of high-quality fresh food. The development of information technology has promoted the transformation of the retail business model. Nowadays, the channels for consumers to buy fresh food are not only limited to offline traditional supermarkets, community fresh food shops and vegetable markets, but there are more online options. For example, shop warehouse integration mode, platform mode, front warehouse mode and community group purchasing mode. Internet giants, such as Alibaba and Jingdong, are using their e-commerce strength to set up retail stores in the offline market, while established offline retailers, such as Yong Hui supermarket and Sam's Clubs, are building digital capabilities to be compatible with online. The retail boundary between online and offline is beginning to blur. Jingdong's 7FRESH supermarket is one of the representatives of the shop warehouse integration model. Founded in April 2017, 7FRESH supermarket is an important layout of Jingdong in the fresh food retail industry, and its offline stores consider the dual functions of "shop" and "warehouse", and the location is usually chosen near shopping districts, communities, office buildings and other places. Its online channels include its own APP, apps and third-party takeaway platforms, and its delivery area covers a 3km radius around its stores. By the end of 2022, 7FRESH had opened 40 stores nationwide. As of August 2023, 7FRESH had opened 7 shops in Tianjin. Taking Tianjin 7FRESH Supermarket as an example, this paper is guided by the STP theory of marketing strategy and the 7Ps theory of service marketing. Firstly, it uses the environmental analysis tool and the SWOT analysis tool to analyse the macro-environment and the internal and external competitive environments faced by Tianjin 7FRSH Supermarket. Taking the 7Ps theory as a framework, consumer satisfaction research was conducted through questionnaires, and analysed the text and inductive analysis of consumer evaluation of the public review, pointing out the existing problems of marketing strategy from the perspective of consumers. The target market selection and positioning of Tianjin 7FRESH Supermarket is made through the STP theory, and the 7Ps theory is used to give the improvement measures of the marketing strategy. Finally, the necessary safeguards for the implementation of the marketing strategy are proposed. The research in this paper can provide reference suggestions for the future development of Tianjin 7FRESH Supermarket, as well as reference significance for other fresh food retailers.
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