在国家生鲜行业蓬勃发展的大背景下，作为生鲜细分行业的鲜切水果产业也面临着重大发展机遇。本文主要是针对鲜切水果行业中作为典型代表的G公司现行的营销策略进行分析，分析其不足之处，并展开市场营销策略分析和研究。首先通过使用PEST和SWOT分析方法，对鲜切水果行业目前面临的政治、经济、社会、技术等因素进行了分析，对G公司自身现有情况进行即内部优势、内部劣势、对外部威胁即竞品企业和外部机会都进行深度的剖析。随后从G公司的管理和营销现状、4Ps策略进行研究，重点关注企业严重依赖B客户，C端市场增长乏力的市场现状、行业空间巨大但消费者认知尚不成熟和企业不成体系的市场策略等问题，摸清了鲜切水果企业产品的市场营销的重点及难点，为企业制定了一系列线上线下的营销策略，提出了具体的改进目标和实施策略，并且在营销方案和物流渠道建设上提出实际可行的解决方案，为企业的实践提供一定的参考，有较强的实践意义，同时为行业的持续发展提供理论基础和依据，也为后续行业研究资料增砖加瓦。

With the development of national fresh industry, as the industry segments of fresh cut fruit industry is facing great opportunities for development, In this big background, the main purpose of this paper is to analyze the marketing strategy as a typical fresh cut fruit representative of the G company existing in the industry, analysis of its shortcomings, and develop marketing strategy analysis and research. By using PEST and SWOT analysis method on fresh cut fruit industry，which is currently facing the political, economic, social, technological and other factors are analyzed, namely the internal advantage to G company, its existing internal weaknesses and external threats that competitive enterprises and external opportunities to analyze the map. Then, from the G company's management and marketing status, 4Ps strategy research, focusing on the serious dependence of B customers on enterprises, the lack of market growth in the C end market, the huge industry space but the immature and unsystematic market strategy of the enterprise, etc.To find out the key and difficult points of market marketing for fresh cut fruit enterprises, I set up a series of online marketing strategy improvement targets and specific implementation strategies for enterprises.And I put forward practical and feasible solutions in the marketing plan and logistics channel construction, so as to provide some reference for the practice and the development of the industry.At the same time, it also has strong practical significance, providing theoretical basis and basis for the sustainable development of the industry, and adding bricks and tiles to the research materials for the future industry.