“新零售”趋势下生鲜电商平台O2O模式研究——以京东到家为例

Research on O2O Mode of Fresh Electronic Business Platform under the Trend of "New Retail" :Take the Jingdong to Home as an Example

在"新零售"背景下,人工智能、大数据、云计算等各类新兴技术引发了线下、线上商业的进一步融合,持续地推动着中国生鲜电商行业的高速发展。O2O生鲜电商模式作为生鲜行业重要的一员,其在迅速发展的同时也面临着诸多困境,平台产品同质化、利润空间挤压严重等因素均制约了其进一步发展。文章在此背景下运用SWOT分析对"京东到家"的O2O模式进行了探索,试图为中国生鲜电商平台线下线上模式的进一步发展提供参考。

Under the background of ＂new retail＂, various emerging technologies such as artificial intelligence, large data and cloud computing have triggered further integration of offline and online business, and continue to promote the rapid development of the fresh electric business industry in China. As an important member of the fresh industry, the fresh business model of O2 O is facing a lot of difficulties at the same time. The factors such as the homogenization of the platform products and the serious profit space extrusion are all restricting its further development. Under this background, the paper uses SWOT analysis to explore the O2 O model of ＂Jingdong to home＂,and tries to provide reference for the further development of the online model of the fresh e-commerce platform line in China.