Analysis of the Marketing Strategy of Freshippo Based on the 4Ps Theory

Abstract

With the emergence of the epidemic and the rapid changes and development of the fresh new retail industry, Freshippo, as a leading enterprise, has also attached great importance to its marketing strategy research. More and more competitive enterprises are emerging, analyzing Freshippo’s marketing strategy to identify strengths and weaknesses and propose improvement suggestions is crucial for Freshippo to maintain competitiveness. Therefore, this article uses a research method that combines literature analysis and case analysis, using 4ps marketing theory, to deeply analyze the current marketing strategy status of Freshippo in four aspects of product, price, place, and promotion. Research has found that Freshippo has problems such as high prices,poor offline store experience, single payment methods, incomplete app functions, and insufficient promotion methods. Based on those problems mentioned above, this article also provides some reference improvement suggestions，such as strictly control product quality, increase product variety, conduct differentiated pricing, optimize the experience of offline stores, enrich on line payment methods, enrich member rights, and increase online marketing. From the research, it can be found that although Freshippo is in a leading position, there is still a lot of room for improvement in marketing strategies. As an emerging industry, the fresh new retail industry still has great development space.