第一小组盒马鲜生五年营销计划作业中文版

江西财经大学2018～2019学年第1学期期末考试题目：盒马鲜生未来五年营销计划课程编码00L72选课班BO1课程名称营销战略管理（双语）任课教师邓玉华学号（组长）0160692姓名甘淑芬学院工商管理学院专业市场营销考试时间2018年12月26日小组成员名单：学号姓名0160674郑璟妍0160683张国浩0160684罗思静0160687谢怡群0160689张海涛0160690闵思梦0160691谌星云0160692甘淑芬0160697杜杰强0160705熊晨第1组期末团队作业：盒马鲜生未来五年营销计划职位姓名学号职责（成员在本次团队作业中具体的分工）组长0160692甘淑芬营销方案组员10160683张国浩评估和控制组员20160697杜杰强财务规划组员30160690闵思梦执行摘要及整合组员40160691谌星云实施计划组员50160689张海涛营销方案组员60160684罗思静实施计划组员70160687谢怡群环境分析组员80160674郑璟妍公司概述组员90160705熊晨目标市场I盒马鲜生未来五年营销计划摘要盒马鲜生成立于2015年3月，是阿里巴巴集团旗下，以数据和技术驱动的新零售平台，是超市，是餐饮店，也是菜市场，消费者可到店购买，也可以在盒马APP下单。盒马鲜生多开在居民聚集区，下单购物需要下载盒马APP，只支持支付宝付款，不接受任何其他支付方式。截至目前，盒马鲜生在全国共有117个门店，且主要分布在一二线城市，希望为消费者打造社区化的一站式新零售体验服务。随着新零售业态和生鲜物流的迅猛发展，盒马鲜生的发展将迎来新的高峰。本文首先对盒马鲜生的概况、发展历程以及其产品和服务进行了简单的介绍，并结合SWOT工具分析了盒马鲜生目前的宏观和微观环境，制定在此环境下需采取的竞争策略，确定了盒马鲜生的市场定位。最后，根据上述分析，并结合生鲜物流市场的特点以及盒马鲜生的发展情况和前景，为盒马鲜生制定了其未来五年产品、价格、渠道、宣传模式等营销组合计划，并进行了相应的五年财务规划和风险评估与控制分析。关键词：盒马鲜生，五年营销计划，财务规划，风险评估与控制……IIAbstractBoxmaxianwasfoundedinMarch2015.Itisanewretailplatformdrivenbydataandtechnologyunderalibabagroup.Itisasupermarket,arestaurantandavegetablemarket.Boxesoffreshhorsesaremostlyopenedinthegatheringareasofresidents.Toplaceanorderofshopping,youneedtodownloadtheboxofhorsesAPP,whichonlysupportsalipaypaymentanddoesnotacceptanyotherpaymentmethods.Uptonow,boxmaxianshenghas117storesinChina,mainlydistributedinfirst-tierandsecond-tiercities,hopingtocreateaone-stopcommunity-basednewretailphysicalexaminationserviceforconsumers.Withtherapiddevelopmentofnewretailformatsandfreshlogisticsboxhorsefreshdevelopmentwillusherinanewpeak.Thispaperfirstlyintroducesthegeneralsituation,developmentprocess,productsandservicesofboxfreshhorse,analyzesthecurrentmacroandmicroenvironmentofboxfreshhorsewithSWOTtool,formulatesthecompetitionstrategytobeadoptedinthisenvironment,anddeterminesthemarketpositioningofboxfreshhorse.Finally,accordingtotheaboveanalysis,combinedwiththecharacteristicsoffreshlogisticsmarketandboxhorsefreshdevelopmentandprospects,boxhorsefreshmadeitsnextfiveyearsofproducts,prices,channels,publicitymodeandothermarketingmixplans,andthecorrespondingfive-yearfinancialplanningandriskassessmentandcontrolanalysis.Keywords:boxmaxiansheng,five-yearmarketingplan,financialplanning,riskassessmentandcontrol...III目录一、公司概述......................................................11.1公司简介...................................................11.2发展历程...................................................11.3服务对象...................................................21.4盒马鲜生的物流体系.........................................21.5价格优势...................................................21.6企业期望...................................................21.7企业不良事件...............................................3二、环境分析......................................................62.1PSET分析...................................................62.2SWOT分析...................................................72.3行业分析...................................................82.3.1行业规模..............................................82.3.2行业变化..............................................82.3.3行业未来发展趋势......................................92.3.4竞争分析...............................................92.3.5公司分析.............................................102.3.6顾客分析.............................................11三、目标市场.....................................................133.1市场和产品目标............................................133.1.1当前市场.............................................133.1.2新市场...............................................133.1.3新产品...............................................133.2目标市场..................................................143.3差异化（与其他生鲜电商市场相比优势分析）..................143.4盒马鲜生5年市场规划表....................................15四、营销计划.....................................................174.14P策略....................................................174.1.1产品.................................................174.1.2价格.................................................174.1.3渠道.................................................174.1.4推广.................................................184.24C策略....................................................18IV4.2.1顾客需求.............................................184.2.2成本策略.............................................194.2.3顾客购买便利性.......................................194.2.4顾客沟通策略.........................................19五、财务规划.....................................................205.1财务发展目标..............................................205.2指导思想..................................................205.3盒马盈利状况..............................................205.4单店业绩及成本估算........................................215.4.1线下销售额...........................................215.4.2线上销售额...........................................215.5主要费用测算..............................................215.5.1租金成本.............................................215.5.2人力成本.............................................215.5.3物流成本.............................................225.6五年发展规划..........................................