Download pdf
Analysis of the Impact of Hema Supermarket's Innovation Strategy on Marketing Effectiveness
- 1 Agincourt International Academy
* Author to whom correspondence should be addressed.
Abstract
Hema Fresh is an innovative online and offline integrated new retail fresh supermarket. In recent years, Hema Xiansheng has been popular with consumers in major cities in China. Adhering to the concept of "freshness, convenience, quality and Internet", it is committed to providing consumers with fresh, high-quality food and convenient shopping experience. This paper aims to analyse the impact of Hema supermarket's innovative approach on its marketing effectiveness through theoretical analysis and comparative research. Through research and analysis, the innovation strategy of Hema Supermarket has a positive impact on its marketing effectiveness and is a key factor for its success. In addition, this article explores how Hema Supermarket can succeed and summarizes its marketing advantages, highlighting strengths and avoiding weaknesses, providing references for similar enterprises.
Keywords
Hema Fresh, Innovation strategy, Online and offline integration, Supply chain management, Consumer experience
[1]. McKinnon, T. (2019). The future of retail: 9 ways Alibaba is redefining retail stores. Indigo Digital.
[2]. Kuijpers, D., Simmons, V., & Van Wamelen, J. (2018). Reviving grocery retail: Six imperatives. McKinsey & Company.
[3]. YUE, D., & BRYCHKO, A. (2019a). Competitiveness of production as a determining factor of effective management of the enterprise in market conditions. Ekonomìka Ta Upravlìnnâ APK, (2(151)), 67–75.
[4]. Analysis of Hema Fresh Business Model Source: iResearch Consulting
[5]. Setiawan, S. (2023). Business model canvas. Jurnal Kajian Budaya Dan Humaniora, 5(2), 199–216.
[6]. Steiner, G. A. (2010). Strategic planning. Simon and Schuster.
[7]. Home. (n.d.). Retrieved from https://www.chinainternetwatch.com/statistics/top-12-online-retail/
[8]. Murayama, H. (2020). China’s unmanned store boom ends as quickly as it began.
[9]. Huang, X., Xie, R., & Huang, L. (2020). Real-time emergency management mode of cold chain logistics for agricultural products under the background of “Internet+”. Journal of Intelligent & Fuzzy Systems, 38(6), 7461-7473.
Cite this article
Wu,Y. (2024). Analysis of the Impact of Hema Supermarket's Innovation Strategy on Marketing Effectiveness. Advances in Economics, Management and Political Sciences,116,185-191.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 8th International Conference on Economic Management and Green Development
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).