基于新零售模式下生鲜电商的发展分析及对策研究——以盒马鲜生为例.docx

基于新零售模式下生鲜电商的发展分析及对策研究——以

盒马鲜生为例

【摘要】在网络技术发展的推动下，我们已经步入信息时代和大数据发展

阶段。在这一背景下，电商行业的发展如日中天，生鲜电商也应运而生。由于

生鲜产品有着其特殊性，传统生鲜电商的发展受到了限制，但在新零售的出现

和推动下，生鲜电商迎来了发展机遇，出现了一批像盒马鲜生、京东 7FRESH

等超级物种。因此，在市场不断变化、行业竞争激烈的今天，如何突出重围占

领市场，保持优势，完成转型是当前生鲜电商关注的热点，也是值得深入研究

的问题。

好地发展提出科学合理的改进建议，同时为我国生鲜电商的发展转型提供借鉴。

【关键词】新零售；生鲜电商；盒马鲜生

Development analysis and countermeasure research of fresh

e-commerce based on new retail mode -- a case study of

"Hema Fresh"

[Abstract] With the development of network technology, we have entered the

information age and the development stage of big data. In this context, the development

of the e-commerce industry is growing day by day, and fresh e-commerce also emerged

as the times require. Due to the particularity of fresh products, the development of

traditional fresh e-commerce has been limited. However, with the emergence and

we systematically understand the theoretical concepts of new retail, fresh e-commerce

and fresh e-commerce operation mode. Then, based on this, we take Hema Fresh as an

example to deeply explore its operation development and supply chain status under the

retail mode, and analyze and summarize the problems and deficiencies in its operation

process. Finally, based on the development of new retail, this paper puts forward

scientific and reasonable improvement suggestions for the better development of Hema

Fresh from the aspects of introducing new technology, reducing operation cost,

comprehensively improving user experience, continuously optimizing supply chain

management, continuously strengthening risk management of dual channel supply

chain of fresh retail and further improving logistics and distribution capacity, and at

1.2 国内外研究现状....................................................................................................2

1.2.1 国外研究现状.....................................................................................................2

1.2.2 国内研究现状.....................................................................................................3

1.3 研究内容与方法....................................................................................................5

1.3.1 主要研究内容.....................................................................................................5

1.3.2 研究方法..............................................................................................................5

2 基础理论 ...............................................................................................6

2.1 新零售的概念........................................................................................................6

2.2 生鲜电商的概念....................................................................................................6

2.3 生鲜电商运营模式................................................................................................6

4.2 用户体验欠佳......................................................................................................15

4.3 供应链生鲜流通损耗大......................................................................................16

4.4 供应链局部环节风险不可控..............................................................................16

4.5 物流配送能力相对不足......................................................................................17

5 盒马鲜生运营发展的优化改进建议 .................................................18

5.1 加大新技术运用，持续降低运营成本..............................................................18

5.2 全面提升用户体验..............................................................................................19

5.3 持续优化供应链管理..........................................................................................20

5.4 不断加强生鲜零售供应链的风险管理..............................................................20

5.5 进一步提高物流配送能力..................................................................................21