Research On The Online Marketing Of O2O Fresh Food E-Commerce

With the improvement of people's living standards,fresh food has claimed an evergrowing share in the food consumption structure.Since there are upgraded supply chains and new sales models,more and more marketing models focusing on fresh food have also been introduced.Under the background of New Retailing,Hema Fresh has opened up a new chapter in online marketing of O2 O model fresh food e-commerce with the help of upgraded online media and special scene systems.However,facing the rising competitors and increasing negative network evaluations,Hema Fresh is now in a critical period: how to take the initiative to highlight its own advantages in online marketing and become more influential in the market remains a key question to be considered.First and foremost,this paper adopts literature analytical method to summarize the application value of the consumer behavior theory and SICAS model in online marketing,and elaborates the status of researches on the online marketing of O2 O model fresh food ecommerce both at home and abroad,which lays the theoretical foundations for this study.Secondly,it makes an introduction to the current online marketing of Hema Fresh--a representative of fresh food e-commerce new retailing,analyzes its macro marketing environment,discusses the competition environment of its online marketing,and summarizes the disadvantages and advantages of its online marketing based on the PEST and SWOT analysis models.Thirdly,focusing on the key points of the SICAS model,questionnaire survey is used to analyze consumers' brand awareness,interest,interaction,behaviors and feedbacks related to Hema Fresh.In addition,descriptive analysis was carried out on the data collected by five-point Likert Scale.And based on the conclusions of theoretical researches and SWOT analysis,the effect of Hema Fresh's online marketing is analyzed more comprehensively.Finally,in view of the research results,optimization strategies are proposed to improve the online marketing of Hema Fresh.This paper aims to enrich the researches on the effect of online marketing of O2 O model fresh food e-commerce,hoping to improve the effect of online marketing of Hema Fresh and other fresh food e-commerce enterprises.Besides,from the perspective of online marketing,this case study on Hema Fresh expands the research scope and provides a new perspective.At the same time,from the perspective of O2 O model fresh food e-commerce,it refines the research content and lays the foundation for further researches,providing some references for the online marketing of Hema Fresh and other fresh food ecommerce enterprises.