基于多案例研究的中国生鲜电商商业模式分析

Business Models of Fresh Food E-commerce in China-A Research Based on Multi-Case Study

提炼生鲜电商商业模式特点,对现有的商业模型理论框架3W2H进行合理修正,加上生鲜农产品的物流及供应链的价值实现过程,使之更符合生鲜电商的商业模式构成与运行机制。并应用描述性多案例研究方法解析了不同运作模式、不同规模的生鲜电商商业模式,从中提取影响生鲜电商发展的结构性因素,给出相应的决策机制。

On the basis of carefully refining the characteristics of fresh food e-commerce business model,the existing business model theoretical framework 3W2H is reasonably modified to make it more consistent with the fresh food e-commerce business model composition and operation mechanism.And the descriptive multi-case study method is applied to analyze the business models of fresh food e-commerce with different models and different scales,from which the structural factors affecting the development of fresh food e-commerce are extracted,and the corresponding decision-making mechanism is given.