“互联网+”背景下生鲜电商O2O商业模式的发展策略

Development Strategy of O2O Business Mode of Fresh Electricity Supplier under the "Internet+"

以每日优鲜和盒马鲜生两家发展较为成功的生鲜电商O2O企业为例,通过3W2H模型分析它们的商业模式。研究发现,两家企业存在产品质量难以把控、产品易损耗成本高、难以把握顾客满意度的问题,提出了应建立严格的产品质量监管体系、改善储存条件及加强员工管理和技术开发、展示真实的产品图片并通过创新提升销售量的发展策略,促进"互联网+"背景下生鲜电商O2O商业模式的发展建议。

Taking Missfresh and Freshhema as examples, this paper analyzed the business model through 3 W2 H model. The study found that it’s difficult to control the product quality, products were easy to spoil and it’s difficult to control customer satisfaction for both enterprises. In the light of these questions,it’s suggested that the enterprises should establish a strict quality supervision system, improve the storage conditions, and strengthen staff management and technology development, show the real product pictures and increase sales through innovation to promote "Internet +" under the background of fresh electricity O2 O business model development.