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2022年 5月 25日
中原工学院
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月 25日
2022年 5
2022年 5
月 25日

中原工学院硕士学位论文
摘 要
阿里巴巴旗下的盒马鲜生作为新零售的代表，自 2016 年开业以来至今门店数量已
经突破 300家，但是在大面积扩店的背后，多个地区的盒马鲜生都不断地被爆出负面新
闻，这不仅影响了顾客的购物体验，同时也影响了顾客对该品牌的满意度。 2021 年 6
月 18 日郑州盒马鲜生的首店开业，郑州盒马鲜生该如何强化门店运营管理和优化营销
策略，使之避免这些负面消息对顾客所带来的影响，从而提升顾客的购物体验和满意度，
使得郑州盒马鲜生能够在起步期间站稳脚跟，是郑州盒马鲜生当前所面临的问题。
本文以郑州盒马鲜生为研究对象，基于顾客满意度的视角，结合当前郑州盒马鲜生
的营销策略现状以及营销环境，以费耐尔逻辑模型为依据，构建了包含 10个一级指标、
24个二级指标的顾客满意度评价指标体系，并以此设计出了郑州盒马鲜生顾客满意度的
调查问卷，进行数据的收集和整理，并利用 SPSS软件对调查数据进行信度分析、效度
分析和因子分析，并将一级指标和二级指标分别赋予权重，从而计算出郑州盒马鲜生顾
客满意的影响因素，并采用四象限模型的方法将二级指标进行更深一步的分析。通过分
析结果得出一级指标顾客满意的排序分别是感知融合因子〉服务感知因子〉便利因子〉
价值感知因子，另外还得出了 24个指标在四象限模型中所分布的区域，结合 4P营销理
论和 4C 营销理论对郑州盒马鲜生的优势和劣势进行了深入分析，得出了郑州盒马鲜生
应该在价格策略、促销策略、沟通因素和便利因素方面进行改进和完善。最后，针对郑
州盒马鲜生当前所存在的问题，从采取多元化的定价策略、采取多样化的促销策略、提
升购物的便捷性以及建立良好的沟通渠道四个方面提出了优化建议，从而提高顾客对郑
州盒马鲜生的满意度，同时也进一步增强郑州盒马鲜生在郑州市场中的核心竞争优势。
关键词：郑州盒马鲜生；营销策略；顾客满意度；因子分析
I

中原工学院硕士学位论文
ABSTRACT
Hema Fresh under Alibaba, as a representative of new retail, has more than 300 stores
since its opening in 2016. However, behind the large-scale expansion of Hema Fresh stores in
many regions, its negative news has been frequently exposed, which has greatly affected
customers' shopping experience and satisfaction with this brand.On June 18, 2021, the first
store of Zhengzhou Hema Fresh opened, how to strengthen store operation management and
optimize marketing strategies to avoid the impact of these negative news on customers,
thereby improving customer shopping experience and satisfaction, so that Zhengzhou Hema
Fresh can gain a firm foothold during the start-up period, which is the problem currently
facing Zhengzhou Hema Fresh.
This paper takes Zhengzhou Hema Fresh as the research object, based on the perspective
of customer satisfaction, on the basis of analyzing the current marketing strategy status and
marketing environment of Zhengzhou Hema Fresh, and on the basis of Feinel logic model, the
evaluation index system of customer satisfaction including 10 first-level indicators and 24
second-level indicators that affect customer satisfaction is constructed. Based on this, a
questionnaire of customer satisfaction of Zhengzhou Hema Fresh was designed, and the data
were collected and sorted out. SPSS software was used for reliability analysis, validity
analysis and factor analysis of the survey data, and the primary index and secondary index
were given weights, so as to calculate the influencing factors of customer satisfaction of
Zhengzhou Hema Fresh. And adopt the method of four quadrant model to secondary
indicators for further analysis. The order of customer satisfaction of the first-level indicators
obtained from the analysis results is perception fusion factor > service perception factor >
convenience factor > value perception factor. In addition, the distribution of 24 indicators in
the four-quadrant model, combined with 4P marketing theory and 4C marketing theory of
Zhengzhou Hema Fresh advantages and disadvantages of in-depth analysis, zhengzhou Hema
fresh should be improved in the price strategy, promotion strategy, communication factors and
convenience factors. Finally, in view of the current problems of Zhengzhou Hema Fresh, from
the adoption of diversified pricing strategy, take a variety of promotion strategies, improve
shopping convenience and establish good communication channels for Zhengzhou Hema
fresh marketing strategy optimization suggestions, in order to improve its customer
II
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