Advances in Economics, Management and Political Sciences

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Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 2

Series Vol. 6 , 27 April 2023


Open Access | Article

Research on the Operation Strategy of Fresh Food Industry under the Background of “New Retail” —— Take FRESHIPPO as an Example

Xiru Zhang * 1
1 Jinshen College, Nanjing Audit University, Nanjing, China, 210000

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 6, 94-98
Published 27 April 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Xiru Zhang. Research on the Operation Strategy of Fresh Food Industry under the Background of “New Retail” —— Take FRESHIPPO as an Example. AEMPS (2023) Vol. 6: 94-98. DOI: 10.54254/2754-1169/6/20220158.

Abstract

In recent years, the development of traditional retail and e-commerce has fallen into difficulties, and various factors have led to the emergence of new retail, which is a new balance mode of the previous two. This research is based on theory, with FRESHIPPO as the research object, its operation strategy is studied and analyzed, and through the research business model it encouraged, it promotes the new development of fresh goods sales. This paper mainly analyzes the operation strategy of FRESHIPPO through Strengths, Weaknesses, Opportunities, and Threats (SWOT) and The Marketing Theory of 4Ps(4P theory). This paper finds that there is a lot of room for progress for the fresh industry in the new retail industry, the industry's digital management is not very perfect, and in cost saving, it can also have a great improvement.

Keywords

SWOT Analysis, Market Positioning, 4P Theory, Marketing Environment

References

1. Xie Chaoyang, Qu Yan. —— takes FRESHIPPO as an example [J]. Northern economy and trade,2022(10):56-58.

2. Liu Jingwen, Li Xiangyang, Yang Haijuan. Research on FRESHIPPO E-commerce Operation Strategy under the new retail mode [J]. Business and exhibition economy,2020,No.22(14):18-20.

3. Wang Xuejiao. —— takes Ding Dong Buy mai and FRESHIPPO as an example [J]. Logistics Engineering and Management,2022,44(03):159-160+149.

4. Yang Shenbo, Yang Zhiqiang, Zhuang Wanyi. —— takes FRESHIPPO as an example [J]. Chinese market,2022,No.1120(21):130-132.DOI:10.13939/j.cnki.zgsc.2022.21.130.

5. Xu Dan. Investigation and analysis of new retail online and offline fusion examples [J]. Modern Marketing (Next ten days),2020(10):122-123.DOI:10.19932/j.cnki.22-1256/f.2020.10.057.

6. Cheng Chun. —— takes FRESHIPPO as an example [J]. Journal of Changchun University,2020,30(03):1-6.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 2
ISBN (Print)
978-1-915371-23-2
ISBN (Online)
978-1-915371-24-9
Published Date
27 April 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/6/20220158
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated