我国生鲜电商平台商业发展机制研究

The Study of Business Development Mechanism of China’s Fresh E-commerce Platform

生鲜电商作为电子商务平台发展中的新蓝海市场,是我国农产品上行与城乡居民消费升级共同促进的结果。生鲜电商对于冷链物流、仓储与配送环节标准化要求高,如何实现高成本与可持续盈利是最大挑战,物流仓储运营成本控制是其商业模式成功的核心环节。合适的产品品类与精准的客户群体定位更是生鲜电商平台市场化落地运营的前期基础。生鲜电商的商业模式创新能否成功既取决于企业的专业化经营能力,又取决于电商平台企业对于消费者需求与客户体验的满足能力。

Fresh e-commerce,the latest trend in the development of e-commerce platform,is a result of the promotion of agricultural products and consumption upgrading in China.Fresh e-commerce requires high standardization of cold-chain logistics,storage as well as distribution;the biggest challenge lies in the balance between high cost and sustainable profit,and the operation cost control in both logistics and warehousing keeping is the key to the success of this business mode.Appropriate product categories and precise customer group positioning are the basis for the market-oriented operation of fresh e-commerce platform.The success of fresh e-commerce business mode innovation depends both on the professional operation capability of enterprises and on the ability of e-commerce platform enterprises to meet consumer needs and customer experience.