“云挑物”营销模式的产业应用

Industrial Application of the "E-Commerce Cloud Shopping" Marketing Model

随着互联网的普及,电子商务迅速发展,生鲜产品也逐渐加入电子商务队伍。基于消费者视角,通过梳理生鲜电商的现状和发展历程,发现新生代消费者群体的诞生给生鲜电商市场带来了新契机。为契合消费者群体的变化趋势,构造了“云挑物”营销模式,该模式具有公众监督、透明化、本地化和品牌效应的特征,但自身也存在规模效益和物流建设的局限性。新兴营销模式为完善生鲜产品市场提供了新思路。

With the popularity of the Internet and the rapid development of e-commerce,fresh products have also gradually joined the e-commerce team.Based on the perspective of consumers,by combing the current situation and development process of fresh food e-commerce,it is found that the emergence of a new generation of consumer groups has brought new opportunities to the fresh food e-commerce market.To meet the changing trend of consumer groups,the"E-Commerce Cloud Shopping"marketing model is constructed,which has the characteristics of public supervision,transparency,localization and brand effect.However,there are limitations of scale efficiency and logistics construction.The emerging marketing model provides new ideas to improve the fresh product market.