MBA学位论文
作者：肖恒
平恒食品公司店铺绿色大米营销策略优化研究
平恒食品公司店铺绿色大米营销策略优化研究
中文摘要
2020年一场突如其来的疫情打破了整个中国经济的格局，尤其是实体零售
业，更是遭受巨大冲击。平恒食品公司店铺，典型的线下绿色大米销售实体店，
因安于传统营销模式，固守旧的营销策略，在这次席卷全球的新冠疫情冲击下，
公司实体店铺销售几乎陷入停滞，公司利润巨大下滑，公司店铺已陷入破产关
门的边缘。如何摆脱现在的困局，让店铺起死回生，是公司现在面临的巨大问
题。传统的营销策略显然已不能完全适合店铺的经营，必须结合新经济条件下
的网络营销，数字化创新，优化原有的营销策略，走出一条革新之路，凤凰涅
槃之路。2020年底中国互联网用户从最初的 62万户已暴增到 9.89亿用户，网络
新技术的革命性发展，使人们生活、学习越来越离不开互联网。人们对网络的
依赖越来越重，甚至源于现实的需求，也想在网络实现。互联网已成为一个巨
大的纽带，把企业，团体，组织及个人跨时间，跨空间的联系在了一起。本文
营销策略优化研究的重点就是怎样把平恒食品公司店铺绿色大米传统的营销策
略和互联网这个纽带紧密地联系在一起，使企业更能了解消费者的需求，满足
消费者的需求，为消费者创造价值，得到消费者的认可，从而增加公司绿色大
米的销量，使平恒食品公司起死回生，迎来新的机会和局面，并对公司店铺的
未来发展打下坚实基础。
本文在基于IMC,SIVA营销理论的基础上，结合中国互联网金融、技术发展
的趋势，及互联网营销的特点，以平恒食品店铺绿色大米营销策略优化为研究
对象，对传统的7Ps营销策略进行了优化。根据消费者需求特征，把解决消费者
差异化的需求放在首位，通过互联网，大数据让消费者更多，更精准的了解产
品的信息，建立消费者和企业的双向交流沟通渠道，根据客户数据提供产品和
服务，让消费者需求尽量满足，从而让消费者因需求满足而愿意长期食用公司
的绿色大米和享受相关的健康服务。公司也因消费者，消费者需求的增长实现
企业的经营目标，为企业创造良好的经济效益同时，担负更多的社会责任。
本文思路、研究方法和结论可为中国从事绿色食品、保健品、快销品的中
小微企业，在新冠疫情、互联网发展新形势下优化企业的营销策略，走出困境
提供部分参考和借鉴。
关键词：绿色大米，互联网，营销策略，优化变革，大数据
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MBA学位论文
作者：肖恒
平恒食品公司店铺绿色大米营销策略优化研究
THE RESERCH ON MARKETING STRATEGY
OPTIMIZED OF GREEN RICE IN PINGHENG FOOD
SHOPPING
Abstract
In 2020, a sudden outbreak of the epidemic broke the pattern of the entire
Chinese economy, especially the real retail industry, which suffered a huge impact.
The store of Pingheng Food Company, a typical offline entity store selling green rice,
is satisfied with the traditional marketing mode and sticks to the old marketing
strategy. Under the impact of the COVID-19 pandemic sweeping the world, the sales
of the entity store of the company almost stagnated, and the company's profits
declined greatly. The store has been on the verge of bankruptcy and closure. How to
get rid of the current predicament, let the shop back to life, is the company is now
facing a huge problem. The traditional marketing strategy is obviously not completely
suitable for the operation of the store, we must combine the network marketing under
the new economic conditions, digital innovation, optimize the original marketing
strategy, out of a road of innovation, the road of phoenix nirvana. By the end of 2020,
The number of Internet users in China has skyrocketed from 620,000 to 989 million.
People's life and learning are increasingly inseparable from the Internet. People rely
more and more heavily on the network。The Internet has become a huge link linking
businesses, groups, organizations and individuals across time and space. In this paper,
the focus of the marketing strategy optimization study is how to put the flat constant
food company green rice store the link, the traditional marketing strategy and Internet
closely linked together, make the enterprise can settle more consumer demand, to
meet the needs of consumers, create value for customers, recognised by consumers,
thus increasing the company sales of green rice, In this way, Pingheng Food Company
will come back from the dead, usher in new opportunities and situations, and lay a
solid foundation for the future development of the company store.
In this paper, based on IMC、SIVA marketing theory, combined with the
development trend of China's Internet finance, technology, and the characteristics of
Internet marketing,Taking pingheng foodshop green ricemarketing strategy
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MBA学位论文
作者：肖恒
平恒食品公司店铺绿色大米营销策略优化研究
optimization as the research object, the traditional 7Ps marketing strategy has been
optimized. According to the characters of consumer demand, put the solution to the
diversity of the consumer demand in the first place, through the Internet, let the
consumer more big data,more accurate understanding of productinformation,
consumers and businesses to establish a two-way communication channel, according
to the customer data to provide differentiated products and services, make as far as
possible to meet consumer demand, In this way, consumers will be willing to eat the
company's green rice and enjoy related health services for a long time due to demand
satisfaction. Because of the growth of consumer demand, the company also realizes
the business objectives， creates good economic benefits for the enterprise, and
shoulder more social responsibilities.
The idea, research methods and principles of economics of this paper can
provide some references for making marketing strategy of small, medium and micro
enterprises that engaged in green food, retail and FMCG products in china.
Key words: Green rice，The Internet，Marketing strategy，Optimize and
change，Big data
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