Marketing Strategy Of Regional Fresh E-commerce

Fresh field is a trillion size of market,but the penetration of fresh e-commerce only accounts for three percent.Therefore,numerous fresh e-commerce venture companies emerged,including fresh e-commerce platform(Tmall,JD),vertical fresh e-commerce platform(such as benlai.com),origin e-commerce,takeaway platform,Wechat business and so on.U company is a region-based fresh e-commerce venture company with fruits and other products as initial core products.It provides service of "high quality,two-hour fast delivery,48-hour after-sale return guarantee".The model is different from fresh e-commerce platform,vertical fresh platform and local takeaway platform.The company hopes to verify this kind of business model with Xiamen area as template.In the early stage of a business,it won the recognition of market rapidly.But as time goes by,U company found that though it had made great efforts in quality control,logistics distribution and after-sale service,it didn't achieve the best state and large customers loss still existed.In order to solve the problem of U company,the paper tries to take clients and potential clients of U company as object,gets to know the purchasing intention of customers for fruits and fresh products online through market survey,including preferences of purchasers,purchase motives and other customer behaviors;and also knows degree of satisfaction of customers for U company,weighing from quality,speed of delivery,service and other aspects.It renews core target customer base,demand of target customer base,and provides decision support for follow-up plans,marketing strategies and other aspects of company.