Marketing Strategy for Fresh Food E-Commerce: Case Study of Anyong Fresh Company

• Main Authors: Lee, Ching-Ya, 李卿雅
• Other Authors: 洪順慶
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/v6f99p

碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 106 === The booming of e-commerce has made people’s shopping behaviors change dramatically. The way of purchasing fresh foods has also become more and more diverse in response to the online shopping trends. As online shopping becomes the essential habit of people’s life, the e-commerce market such as clothing, books and cosmetics categories had gradually saturated; however, the fresh food category is expected to become the next blue ocean due to the rigid demand of fresh food products, which have the characteristics of high purchasing frequency, high repurchasing rate and high purchase amount. Therefore, many companies and startup are dedicate to devote and invest in the fresh food e-commerce field. 　　Compared to Taiwan, China's fresh food e-commerce industry has developed more rapidly. Since 2012, many companies have begun to compete in this field, and in 2017, the market has been reshuffled. Many SMEs have been merged and sold. Business giants such as Alibaba, T-mall and Jingdong Mall have also involved in this field. The market size of China fresh food e-commerce is expected to grow to 128.3 billion yuan in 2018. The rapid development of China is a worthy for the Taiwanese reference. 　　This study adopts case studies and in-depth interviews in qualitative research, supported by other secondary information and references as well, to analyze both China and Taiwan industrial development cases of fresh food e-commerce. The first phase of this research mainly collected Taiwanese and Chinese fresh food e-commerce industry information and classified the types of the companies. In the second stage, one of the fresh food e-commerce enterprises in Taiwan is selected for research, and the advantages and disadvantages of the case are analyzed. Finally, this research proposes the possibilities suggestion for the case operation and strategy.