生鲜电商商业模式的对比分析——以叮咚买菜和盒马鲜生为例

The Comparative Analysis of Business Mode of Fresh Food E-commerce——Taking Dingdongmaicai and Freshippo as Examples

互联网大数据的发展使得生鲜行业能够以电商新零售的业态迅猛发展,而随着生活水平的提高,人们对于快速获得生鲜产品的需求正在加大。在生鲜企业纷纷从线下实体零售转变为专类线上电商平台的新趋势下,以“叮咚买菜”与“盒马鲜生”这两个有着不同商业模式但同样发展成为业内标杆的企业为例,基于3W2H模型从五要素对这两家企业进行对比分析,并据此对整个生鲜电商行业的发展提出建议。

With the development of Internet and big data,the fresh food industry is developing rapidly in the form of new retail of e-commerce. With the improvement of people’s living standards,the demand for quickly obtaining fresh food is increasing. Under the new trend of fresh food enterprises transforming from offline retail entities to specific online e-commerce platforms,this paper makes a comparative analysis of Dingdongmaicai and Freshippo,which are the benchmarking companics in the industry with different business nodes,based on 3W2H mode,from the aspects of five elements,and some suggestions for the development of the whole fresh food e-commerce industry are put forward.