I 摘要 如今，零售业正在发生变化，价格型消费已经变成了过去式、体验式的消 费还有个性化消费才是未来的发展方向，新的消费时代呼唤新的零售业态模式。 新零售，英语表述为NewRetailing，就是个体经营者和企业法人乘着互联网的 东风，把大数据和人工智能的能量加倍放大，去重构商品的生产过程、流通效 率与销售过程，使之变得更高级更优异，最终把零售业态的结构进行重塑并优 化生态圈的层次，以期实现线上服务与线下体验协同发展，并和现代物流进一 步深度整合的零售新模式。邯郸市淘鲜达隶属阿里的天猫超市事业群，它的使 命是借助新的商业模式为传统的大型实体商店提供全新的在线销售方案，并帮 助它们插上数字化的翅膀来提高管理的效率。自进入邯郸市场后，淘鲜达发展 势头良好，具有平台便利化、支付快捷化、时间灵活化、配送及时化等优点， 同时也存在产品同质化、消费者黏性不足、服务传统化等不足。我们可以从分 析淘鲜达的行业环境、优势及机会中，归纳它的成功因素及发展桎梏，同时能 够为其他采取新零售模式的生鲜电商企业提供借鉴。 本文以邯郸市淘鲜达为研究对象，在新零售迅速发展生鲜电商市场前景向 好的前提下研究邯郸市淘鲜达的营销策略，试图从邯郸市淘鲜达发展新零售营 销策略现状分析入手，发现问题、提出对策，希望能够通过该研究分析，帮助 淘鲜达在新零售道路上继续保持市场竞争优势，为企业创造更多利润，保证其 可持续发展。 关键词：新零售；邯郸市淘鲜达；生鲜电商；营销策略 Abstract II Abstract Atpresent,theretailindustryischangingfrompriceconsumptiontovalue consumption,experientialconsumptionpersonalizedconsumption.Thenewretail eraneedsanewretailmodel.NewRetailisaretailnewpatternwhichisbasedon theInternet.Individualsandbusinessesupgradecommodityproduction,circulation andsalesprocessthroughtheuseofbigdata,advancedtechnologymeanssuchas artificialintelligenceandpsychologyknowledge.Itcanrestorethestructureofthe formatsandecosystem,andin-depthintegrateonlineservices,offlineexperience andmodernlogistics.HandanTaoXianDabelongstoAli’sTmallbusinessgroup.It providesanewretailsolutionthatintegratesonlineandofflinefortraditional hypermarkets.Digitaloperationscanhelpthetraditionalhypermarketsimproving operationalefficiency.SinceenteringtheHandanmarket,TaoXianDagetgood momentumofdevelopment.Ontheonehand,ithastheadvantagesofplatform facilitation,quickpayment,flexibleandtimelydelivery.Ontheotherhand,this platformhasweaknesssuchashomogeneityofproducts,lackofconsumer stickinessandtraditionalizationofservices.Wecananalyzeitsmarketingstrategy fromtheindustryenvironment,advantagesanddisadvantages,andopportunity. threatsofTaoXianDa,andputforwardoptimizationsuggestions.Atthesametime, itcanprovidereferenceforotherfreshelectricitysupplieswhoadoptthenewretail model. Inthisthesis,TaoXianDainHandanCityisasaresearchobject.Weresearch itsmarketingstrategyunderthepremiseoftherapiddevelopmentofnewretailfresh electricitybusinessprospects.Theauthortriestoanalyzethecurrentsituationofits newretailmarketingstrategy,findouttheproblemsandputforward countermeasures.Itisfacingthemarketchangesofconsumptionupgradingand youngpeoplebecomingthenewpowerofconsumption.Theauthorhopesthatthis researchcanhelpHandanTaoXianDakeepingitscompetitiveadvantageandcreate moreprofitsonnewretailroad. Keywords:newretail;TaoXianDainHandancity;freshelectricitysupplies; marketingstrategy 目录 III 目录 摘要........................................................................................................................I Abstract.....................................................................................................................II 目录.....................................................................................................................III 第1章绪论...........................................................................................................1 1.1研究背景及意义........................................................................................1 1.1.1研究背景.........................................................................................1 1.1.2研究意义.........................................................................................2 1.2零售业态国内外研究综述........................................................................2 1.2.1国内研究综述.................................................................................2 1.2.2国外研究综述.................................................................................3 1.2.3文献述评.........................................................................................4 1.3研究内容及研究方法................................................................................5 1.3.1研究内容.........................................................................................5 1.3.2研究方法.........................................................................................5 1.4创新点及技术路线图................................................................................6 1.4.1创新点.............................................................................................6 1.4.2技术路线图.....................................................................................7 第2章相关理论基础.............................................................................................8 2.1新零售相关理论........................................................................................8 2.1.1“新零售”一词的来源.................................................................8 2.1.2“新零售”相关理论研究.............................................................9 2.2营销相关理论............................................................................................9 2.2.1营销策略组合相关理论.................................................................9 2.2.2影响者营销相关理论...................................................................10 2.3本章小结..................................................................................................11 第3章新零售背景下邯郸市淘鲜达营销环境分析...........................................12 3.1邯郸市淘鲜达简介..................................................................................12 3.2邯郸市淘鲜达PEST分析.......................................................................13 3.2.1政治环境.......................................................................................13 目录 IV 3.2.2经济环境.......................................................................................13 3.2.3社会文化环境...............................................................................14 3.2.4技术环境.......................................................................................15 3.3邯郸市淘鲜达SWOT分析.....................................................................16 3.3.1优势（S）分析.............................................................................16 3.3.2劣势（W）分析...........................................................................17 3.3.3机会（O）分析............................................................................17 3.3.4威胁（W）分析...........................................................................18 3.4邯郸市淘鲜达行业竞争环境分析..........................................................19 3.4.1现有的竞争者...............................................................................19 3.4.2潜在进入者...................................................................................19 3.4.3行业替代品...................................................................................20 3.4.4消费者的议价能力.......................................................................20 3.5本章小结..................................................................................................21 第4章邯郸市淘鲜达营销策略相关问卷分析...................................................22 4.1问卷调查样本..........................................................................................22 4.2问卷结构及数据收集..............................................................................22 4.3样本描述性统计分析..............................................................................23 4.4信度分析.........................................