Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
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
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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
- 27 April 2023
- 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