新零售时代生鲜农产品企业发展影响因素与对策研究

Research on Fresh Agricultural Product Enterprise Development Influence Factors and Countermeasures under New Retail Era

基于对新零售内涵及新零售时代生鲜农产品企业经营与发展相关问题的把握,提出影响企业发展的5个因素与假设,并通过实证分析对假设进行验证,发现硬件设施、销售模式、物流配送、品牌效应以及政府行为均会对生鲜农产品企业发展产生正向影响,并以物流配送、品牌效应、销售模式最为显著。基于此,提出相关发展建议,以期为生鲜农产品企业乃至整个行业的发展与进步提供相应指导。

On the basis of retail era connotation and fresh agricultural product enterprise management and development,the paper proposes 5 factors that can influence enterprise development and corresponding assumptions,then,it verifies the assumptions.Results show that hardware facility,sales model,logistics,brand effect and state action can influence fresh agricultural product enterprise development,and the effects of sales model,logistics,brand effect and state action are obvious.On this basis,the paper proposes related development proposals,hoping that can provide corresponding guidance for fresh agricultural product enterprise and even the entire industrial development and progress.