Research On New Retail Markting Strategy Of Hema Fresh

In recent years,with the rapid development and application of information technology such as smart mobile terminal and big data,and with the improvement of living standards of residents,the demand of consumers for fresh products is increasing day by day,and the fresh e-commerce market is rising rapidly.Under the concept of "New Retail",Hema Fresh uses Internet thinking and emerging technology to innovate and transform traditional retail.It is not only the integration of online and offline,but also the introduction of innovative technologies such as big data,cloud computing,which opens the door of new retail for fresh e-commerce.However,as a new retail super species,Hema Fresh occupies the market rapidly,but facing the rising competitors,how to actively respond to the marketing strategy and operation mode,and how to give full play to its advantages are the urgent problems to be solved at present.Firstly,this paper introduces the era background of mobile internet and summarizes the value of the new retail theory and SICAS model in the effect of network marketing,which lays a theoretical foundation for the study.Secondly,taking the new retail representative Hema Fresh as an example,this paper expounds its novel business model,and analyses the macro and competitive marketing environment of Hema Fresh by PEST model and Porter’s five-force model respectively.Based on PEST and Porter’s Five Forces Model,this paper summarizes the opportunities and challenges that Hema Fresh’s born meets in network marketing.Thirdly,the questionnaire method based on the SICAS model,is used to analyze consumers’ brand perception,interest,interaction,purchase behavior,feedback and information sharing.The data are collected in the form of Five-Star Scale,and the results of the questionnaire are described and analyzed.Finally,based on the results of the questionnaire survey and SWOT model,this paper analyzed the advantages and disadvantages,opportunities and threats of the marketing model of Hema Fresh in the context of new retail.In view of the above research results,this paper puts forward the optimization strategy of online marketing of Hema Fresh.The goal of "New Retail" is to break the original retail pattern,constantly broaden the marketing channels,create a scene of consumption,meet the changing consumer demand,and make the consumption pattern more convenient and personalized.Therefore,the new retail enterprises represented by Hema Fresh should finally return to the essence of retail,take consumers as the center,and create a better consumption scenario for them.