基于电商平台的食品营销模式优化策略

Optimization Strategy of Food Marketing Model Based on E-commerce Platform

随着国内互联网基础设施条件的改进和电子商务渗透率的进一步提高,食品网购规模逐年递增,食品电商营销模式创新步伐加快。食品电商营销模式形成以大型电商平台、物流机构、大型商超和社交平台为主导的四大类营销模式。从营销模式本身及监管角度出发,有效解决食品电商营销中存在的监管难度大、安全隐患较重、同质化竞争等问题,是促进食品电商高质量发展的重要途径。

With the improvement of domestic Internet infrastructure conditions and the further increase of e-commerce penetration, the scale of food online shopping in my country has been increasing year by year, and the pace of innovation in food e-commerce marketing models has accelerated. The food e-commerce marketing model has formed four major marketing models led by large-scale e-commerce platforms, logistics agencies, large supermarkets and social platforms. From the perspective of the marketing model itself and supervision, there are some shortcomings in food e-commerce marketing that need to be resolved. Effectively solve the problems of difficult supervision, heavier safety risks, and homogeneous competition in food e-commerce marketing, being an important way of quality development.