基于3W2H模型的钱大妈商业模式研究

Research on Qian Dama’s Business Model Based on 3W2H Model

生鲜食品作为日常生活必需品,有较强的需求刚性。本文以社区生鲜代表企业之一的钱大妈为研究对象,运用3W2H理论模型为研究框架,分别从客户、产品、目标市场、如何实现价值以及如何盈利五个方面挖掘钱大妈快速发展的原因,并分析钱大妈当前发展过程中存在的问题,提出建议,希望能为同行业的发展提供一些借鉴作用,并为整个生鲜行业的健康发展注入活力。

As a necessity of daily life, fresh food has strong demand rigidity. Taking Qian Dama, one of the representative fresh food enterprises in the community, as the research object and using the 3 w2 h theoretical model as the research framework, this paper explores the reasons for the rapid development of Qian Dama from five aspects: customers, products, target market, how to realize value and how to make profits, then analyzes the possible problems in the current development process of Qian Dama, and puts forward some suggestions. It will provide some reference for the development of the same industry and bring vitality into the healthy development of the whole fresh food industry.