消费需求驱动的生鲜产业线上线下新零售模式创新研究

Research on New Online and Offl ine Retail Model Innovation in Fresh Food Industry Driven by Consumer Demand

新发展格局下,线上线下新零售面临畅通国内循环的新任务,但新冠肺炎疫情暴露出用户黏性有限的困境,充分匹配国内需求,是线上线下新零售发展的必要前提。本文勾勒上海地区生鲜新零售用户画像,基于消费者线上线下消费满意度和对拓展服务项目期望度评价,形成生鲜产业线上线下新零售模式的创新建议。研究表明,线上新零售应以"午餐盲盒"提升新零售"粉丝"党体验,以精准消费趋势预测提高"转型潜力党"黏性,以"七天价格波动图"减少"传统线下党"顾虑,以轻食主义菜谱促进"等货到家党"消费。线下新零售应实现服务质量提升与消费场景化并重。

Under the new development pattern,online and offline new retail is faced with the new task of unblocking domestic circulation,but the COVID-19 epidemic has exposed the dilemma of limited user stickiness.Fully matching the domestic demand is the necessary premise for the development of online and offl ine new retail.This paper outlines the portrait of fresh and new retail users in Shanghai.Based on the online and offline consumption satisfaction of consumers and the evaluation of their expectations for the expansion of service projects,innovative suggestions on the online and offl ine new retail model of fresh and fresh industry are formed.The research shows that new online retail should improve the experience of new retail fans with"blind lunch box",improve the stickiness of transformation potential party with accurate consumption trend prediction,reduce the concerns of traditional offline party with"seven-day price fluctuation chart",and promote the consumption of home party with light food recipes.Offl ine new retail should pay equal attention to service quality improvement and consumption scenario.