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

Xiru Zhang

doi:10.54254/2754-1169/6/20220158

Research Article

Open access

Published on 27 April 2023

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Zhang,X. (2023).Research on the Operation Strategy of Fresh Food Industry under the Background of “New Retail” —— Take FRESHIPPO as an Example.Advances in Economics, Management and Political Sciences,6,94-98.

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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.

https://doi.org/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

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References

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About volume

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

Conference website: http://www.icftba.org

ISBN：978-1-915371-23-2(Print) / 978-1-915371-24-9(Online)

Conference date: 16 December 2022

Editor：Javier Cifuentes-Faura, Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.6

ISSN：2754-1169(Print) / 2754-1177(Online)

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