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Summary摘要

本研究的基本目的是分析一家公司如何在英国打入其食品市场，并且只专注于网络销售。其实这是基于公司定位和深度分析下的一个行业性市场研究。
The basic purpose of this research was to analyze the perspectives and possible obstacles of a company entering grocery market in the UK, focusing on on-line sales. In fact, this is the market research which provides a profound analysis of the industry at large and the position of the company in particular.At the beginning the product the company is entering the market with is analyzed, i.e. grocery. Than the market situation is analyzed, including the analysis of customers’ lifestyle and behaviour. 

此外，在进入市场的过程中的在英国市场上的研究包括定价、配售及其推广上的分析。同时外部环境和未来发展趋势也将考虑在内，并在进一步的建议中作为基础性研究成果。

Furthermore, the research of the process of entering the market includes the analysis of pricing, placement the product and its promotion in the UK market. Also the external environment and future trends are taken into consideration and on the basis of the results received in the result of the research the further suggestion as for the research are made.

结果是本研究揭示了一个事实，即食品在网上销售的市场正在迅速增长，这就是为什么在销售过程中考虑市场的创新性和稳定的外部环境的原因。一个新的公司进入一个被细化的市场的机会是很高的，虽然进一步的研究显示必要的竞争在不断增长，大规模的公司可以提高当前市场所占的份额。
As for the results, the research revealed the fact that the grocery market and online sales are rapidly growing. This is why it is considered to be quite perspective and, taking into consideration the innovative nature of the market and the stable external environment, the opportunities of a new company entering this segment of the market are quite high, though the further research is essential for the competition is constantly growing and larger companies could increase their presence in this market.

The product产品

In order to better understand the perspectives of a company entering the market as well as to conduct a proper research with reliable results, it is primarily necessary to dwell upon the product that is supposed to be sold. In this respect, grocery actually represents a variety of products which are essential element of the food market of the UK. At the same time, it is necessary to point out that, as a rule, grocery provides customers with products which are traditional for the local market while innovations are quite seldom. On the one hand, the product, being perfectly known by customers, is quite reliable or, in other words, customers will surely buy grocery to which they get used to. Moreover, the grocery market supplies essential products from which customers simply cannot refuse as grocery constitutes a constituent part of the traditional British food culture. On the other hand, the market is characterized by a certain degree of rigidity that leaves little room for radical experiments and introduction of new types of groceries which are totally new for customers. This is why it is possible to recommend to the company entering the grocery market of the UK oriented on online sales to concentrate on the supplying of traditional grocery for the local market, though it does not necessarily mean that it is necessary to totally refuse from any sort of innovations, but their perspectives need to be carefully researched or even tested by selling small amounts of new product to customers and, on receiving a positive feedback, it will be possible to introduce this product at larger scale.

The market conditions市场行情

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