壹家美食荟营销策略分析
摘要：“壹家美食荟”是基于社区的饮食O2O项目，旨在利用互联网优势整合供应链，打通线上全食物链电商平台和线下社区之间的联系，为目标客户一站式解决“吃”的问题。在中国这种类似的电商有很多，在无锡地区也有，但是很多都是昙花一现，很多都失败了，但是近年来壹家的会员量都保持着较高的的增长率，成绩斐然。想必这跟壹家的营销策略有很大的关系。用理论与实践相结合的方法，以市场营销的相关理论为支撑，对壹家美食荟这类中小企业营销策略及存在的问题进行分析，给出相应的对策和建议。
关键词：O2O项目；营销策略；中小型企业；对策建议。
Yi jia mei shi hui Marketing strategy analysis
Abstract: "Yi jia mei shi hui is a community of diet o2o project based on to take advantage of Internet to integrate supply chain, through the connections between community online food chain business platform and line, For the target customers one-stop solution to the problem of "eating". This kind of similar electric business in China has a lot of, also have in wuxi region, but many of them are a flash in the pan, many have failed, but in recent years the amount of one family member has maintained a high growth rate, remarkable achievements. Must be with this home has a lot to do with marketing strategy. Using the method of combining theory and practice of supported by the related theory of marketing, analyzes the one home cuisine has this kind of small and medium-sized enterprise marketing strategy and the analysis of existing problems, and gives the corresponding countermeasures and Suggestions.
Key words: O2O projects; Marketing strategy; Small and medium-sized enterprises; Countermeasures and Suggestions.
目录
一、绪论 1
二、壹家美食荟营销策略描述 1
（一）营销策略的含义 1
（二）壹家美食荟的营销策略 2
三、壹家美食荟营销的优势分析 7
（一）无锡本土的电商，做无锡人身边的超市 7
（二）优惠的价格，新鲜的品质 8
（三）坚持制定每月的销售目标 8
（四）及时总结销售情况，不断提高员工技能 8
四、壹家美食荟存在的不足及原因分析 9
（一）平时缺少对于老顾客的维护 9
（二）注册会员的步骤过于繁琐 9
（三）销售受天气性影响比较大，阴雨天会影响员工送货 9
（四）公司客服太少，退换货解决不及时 9
（五）购买平台系统不稳定 9
五、改进壹家美食荟营销策略的几点对策 10
（一）多给老客户优惠政策，维护老顾客 10
（二）简化注册步骤，方便顾客注册 10
（三）改善送货条件 10
（四）多招几个客服，加强售后服务 10
（五）加强对平台系统的稳定管理 11
六、结论 11
参考文献 12
参考文献
[1]吴刚.我国中小企业市场营销中的问题及对策[J] .经济视线,2009,5(7)：45-46
[2]菲利普·科特勒.营销管理[M]北京：电子工业出版社,2007:125-134
[3] 百度百科 http://baike.so.com/doc/250687-265343.html
http://www.bysj360.com/cat.asp?id=27
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http://www.bysj360.com/cat.asp?id=22
