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| 基于4C理论研究每日优鲜营销策略【英文】 摘 要 随着电商市场的发展和人们对生鲜产品需求的不断加大，生鲜电商行业获得较快发展。每日优鲜作为生鲜电商行业中发展较快的电商平台，虽然借助前置仓大大地解决了商品的配送问题，但是在用户体验、平台的口碑建设和宣传等其他方面还存在着很多问题需要解决和完善。 基于这一现状，文章将基于4C理论研究每日优鲜的营销策略，从而为每日优鲜提出改进建议。这对于提高每日优鲜在生鲜电商市场中的竞争力具有重要意义，同时也能为其他生鲜电商未来的发展提供借鉴意义。 关键词：生鲜电商；每日优鲜；4C理论；营销策略 ABSTRACT With the development of the e-commerce market and the increasing demand forfresh products, the fresh e-commerce industry has achieved rapid development.Miss Fresh as a fresh e-commerce industry in the rapid development of the e-commerceplatform, with the help of the front-end warehouse to greatly solve the distributionof goods, however in the user experience,platform reputation construction and publicity and other aspects there are still many problems to be solved and improved. Based on this situation,the paper will study the marketing strategy of Miss Fresh based on 4C theory. Thereby, the improvement suggestions are put forward for Miss Fresh.This is of great significance to improve the competitiveness of MissFresh in the fresh electricity market,and can also provide reference for the future development of other fresh electricity suppliers. Key words：Online fresh food;Miss Fresh;4C Theory;Marketing Strategy |
