Research on the optimization of marketing strategy of Hema Fresh

Abstract

Against the backdrop of the booming new retail model, Hema Fresh, a paragon in the industry, has drawn significant attention. This thesis delves into the purchasing behavior of Hema Fresh's consumers based on the Theory of Planned Behavior (TPB). The literature research method is employed to systematically review the TPB theory and its applications in the retail sector, laying a solid theoretical foundation for the study. The case study method is utilized to analyze Hema Fresh's practices in consumer experience, marketing, and online-offline integration. The qualitative analysis method is used to explain the formation mechanism of consumers' purchasing behavior, and the questionnaire survey method is adopted to collect data and accurately identify the key factors influencing purchasing behavior. The research reveals that Hema Fresh cultivates positive consumer attitudes through high-quality products and services and innovative consumption experiences. This study offers valuable business management suggestions for Hema Fresh and other new retail enterprises, facilitating enterprises to optimize strategies and enhance competitiveness. Meanwhile, it points out the limitations of the research in terms of sample selection scope and variable measurement accuracy, providing directions for subsequent research to further improve the understanding and research of consumer behavior in the new retail model.