Research On Marketing Strategy Of Fresh E-Commerce Based On AARRR Model

Fresh foods are mainly divided into four categories,as aquatic products,meat,vegetables,and fruits,which are almost in demand by people daily.P eople.attempted to put fresh foods sold online more than ten years ago,while with the characteristics of easy loss and non-standard,the penetration rate of fresh food e-commerce market kept in relatively low level.To satisfy the growing demands of the people,several innovating’ modes like community group purchases,store-warehouse integration,front-end warehouses,came into being to it more convenient for user to select and buy fresher fresh products,and receive them as quickly as possible.Under the rapid development of the mobile Internet,the competition in the fresh food e-commerce market get fiercer.Every competitor makes efforts to study that how to effectively acquire new users,how to make longtime users more active,how to make users spread faster,and what is the most effective marketing strategy for fresh food ecommerce.In view of the above problems faced by fresh food e-commerce companies,this article is based on the AARRR user growth model,which is,the user life cycle is divided into five stages as user acquisition,user activation,user retention,income acquisition,and dissemination and recommendation,to study the experience and the challenges faced by fresh food enterprises,and analyze the application and effect of marketing strategies at each stage.With methods such as literature research,case study and questionnaire survey,this article takes market strategy applications and actual user consumption data during the biggest shopping day,11th Nov.,as a case study to analyze and summarize the optimization strategies and developing methods of company A in user growth and marketing strategy,which contributes to prospect the future trend of the whole fresh food e-commerce industry.