随着经济的发展和消费水平的提高，消费者对于休闲食品数量和品质的需求不断增 长。在消费者升级和渠道个性化的趋势下，休闲零食升级更新空前活跃，整个行业规模 急剧放大。同时互联网技术在电子商务、大数据分析、无人机送货等新科技、新技术得 到了突破与应用，极大地提高了整个产业链上的服务效率。在此背景下，“新零售”模 式逐渐取代传统的零售模式而成为当前主流的零售模式。“新零售”模式以用户需求为 核心创造体验式产品和服务来实现差异化竞争，是对传统零售的一种颠覆。 面对新零售所带来的挑战，良品铺子的营销面临着诸如品牌影响力有所下降、产品 同质化严重、渠道内很多企业经营机制陈旧、促销方式老化等一系列问题。在此背景下， 如何优化良品铺子的营销策略以激发年轻消费者的购买欲望，从而扩大良品铺子在休闲 食品市场的份额，是当前良品铺子急需解决的问题。为此，本文使用PEST模型、波特 五力模型以及4P、4I营销策略进行营销策略现状和问题进行了深入分析。并在借鉴其 它同类企业营销策略的成功经验的基础上，提出了具有较有针对性的优化建议：（1） 多管齐下，提升品牌影响力。（2）借助大数据、优化产品内容。（3）满足消费者体验， 优化渠道利用效率。（4）针对渠道特点，制定促销策略。 关键词：新零售；营销策略；良品铺子 II Abstract With the improvement of consumption levels, consumers' demand for the quantity and quality of snack foods is constantly increasing. With the trend of consumer upgrading and channel personalization, the upgrading of leisure snacks has been unprecedentedly active, and the scale of the entire industry has expanded dramatically. At the same time, Internet technologies have achieved breakthroughs and applications in new technologies and technologies such as e-commerce, big data analysis, and drone delivery, which have greatly improved service efficiency across the entire industrial chain. In this context, the "new retail" model gradually replaced the traditional retail model and became the current mainstream retail model. The "new retail" model, with user needs at the core, creates experiential products and services to achieve differentiated competition, which is a subversion of traditional retail. Facing the challenges brought about by new retail, the marketing of BESTORE is facing a series of problems such as a decline in brand influence, serious product homogeneity, outdated operating mechanisms of many companies in the channel, and aging promotion methods. In this context, how to optimize the marketing strategy of good-quality shops to stimulate young consumers' purchase desires, and thus expand the market share of good-quality shops in the snack food market, is a problem that urgently needs to be solved. To this end, this article uses the PEST model, the Five Forces Model, and the 4P and 4I marketing strategies to conduct an in-depth analysis of the marketing strategy status and problems. Based on the successful experience of marketing strategies of other similar companies, it puts forward more targeted optimization suggestions: (1) Enhance the influence of the brand through multiple channels.(2) Optimize product content with the help of big data.(3) Satisfy consumers' experience and optimize channel utilization efficiency.(4) Formulate promotion strategies according to the characteristics of channels. Key words: new retail; marketing strategy;BESTORE III 目 录 摘要....................................................................I Abstract..................................................................II 第1章 绪 论.............................................................1 1.1研究背景及研究意义.................................................1 1.1.2研究的意义...................................................1 1.2国内外研究现状.....................................................1 1.1.1研究背景.....................................................1 1.2.1国外研究现状.................................................2 1.2.2国内研究现状.................................................3 1.2.3国内外研究现状评述...........................................4 1.3研究内容和结构.....................................................4 1.4研究方法和创新点...................................................6 1.4.1研究方法.....................................................6 1.4.2创新点.......................................................6 第2章 相关概念和理论基础.................................................7 2.1 新零售与传统零售..................................................7 2.1.1新零售的概念.................................................7 2.1.2新零售的特点.................................................7 2.1.3新零售与传统零售的区别.......................................8 2.2 4P营销理论........................................................9 2.2.1产品策略.....................................................9 2.2.2价格策略.....................................................9 2.2.3渠道策略.....................................................9 2.2.4促销策略.....................................................9 2.3 4I营销理论.......................................................10 2.3.1趣味原则....................................................10 2.3.2利益原则....................................................10 2.3.3互动原则....................................................10 2.3.4个性原则....................................................10 2.4理论分析工具......................................................11 2.4.1 PEST分析...................................................11 2.4.2波特五力模型分析............................................12 IV 2.4.3 STP分析....................................................13 2.5理论述评..........................................................14 第3章 良品铺子营销环境分析..............................................15 3.1宏观环境分析......................................................15 3.1.1政治环境....................................................15 3.1.2经济环境....................................................16 3.1.3技术环境....................................................17 3.1.4社会文化环境................................................18 3.2行业环境分析......................................................18 3.2.1现有竞争者分析..............................................18 3.2.2潜在竞争者分析..............................................19 3.2.3替代品分析..................................................20 3.2.4供应商讨价还价能力分析......................................20 3.2.5购买者讨价还价能力分析......................................21 3.3消费者分析........................................................21 3.3.1我国居民消费水平分析........................................21 3.3.2消费者特点分析..............................................22 3.3.3消费者需求分析..............................................22 3.4行业主要竞争品牌分析..............................................23 3.4.1行业主要竞争品牌基本情况分析................................23 3.4.2行业主要竞争品牌的新零售实践................................24 第4章 新零售背景下良品铺子营销现状分析..................................26 4.1良品铺子新零售现状分析............................................26 4.2品牌现状分析......................................................27 4.3产品现状分析......................................................27 4.4价格现状分析......................................................29 4.4.1针对线上线下产品采取差异定价策略............................29 4.4.2针对不同加盟商采取差异化定价策略............................29 4.5渠道现状分析......................................................29 4.6促销现状分析......................................................31 第5章 新零售背景下良品铺子营销存在的问题及原因分析......................33 5.1品牌影响力有所下降，市场占有率下跌................................33 5.1.1品牌趣味性不强..............................................33 5.1.2品牌带给消费者的精神利益较少................................34 5.1.3品牌与消费者的互动不佳......................................34 5.1.4品牌在满足消费者个性化需求上还有待提升......................35 V 5.2产品同质化严重，与消费者的