四种生鲜农产品网络零售模式的渠道结构差异研究

Study Of Channel Structure Differences Between Four Kinds Of E-Retailing Modes Of Fresh Agricultural Products

生鲜产品的网络零售由于受到我国冷链物流设施普及性的限制以及居民传统消费习惯的影响,该类产品依旧以传统的销售渠道为主。但近年来生鲜电商的发展迅猛,本文基于现有生鲜电商的不同的网络零售模式将其划分为平台型电商、垂直电商、专业化本地电商和O2O电子商务四类生鲜电子商务零售业态,并分析了这四类生鲜电商在渠道结构上的差异,希望对生鲜类产品的网络零售经营提出有用的建议。

E-retailing of fresh agricultural products was stocked by the constraints of cold chain logistics facilities and influence of the residents＇ traditional consumption habits, this kind of products were still mainly sold by the traditional channels. But in recent years the e-commerce of fresh agricultural products was rapidly developed, the author proposed four kinds of E-retailing modes of fresh agricultural products based on the existing eretailing modes, there were platform websites mode, vertical websites mode, professionally local websites mode,online and offline modes. This paper analysed the differences between these four kinds in the channel structure,hoped to give some useful advices to e-retail business of fresh products.