商业画布视角下的生鲜电商商业模式分析——以叮咚买菜为例

Analysis of Fresh E-Commerce Business Model from the Perspective of Commercial Canvas—Taking Dingdong Maicai as an Example

本文以“叮咚买菜”企业为例,创造性地应用“商业模式九大要素系统分析法”对企业的商业模式实施系统分析和阐释,从而对企业的商业模式有一个详尽、系统的认识。在此基础上,对企业存在的客户定位、渠道通路、客户关系等问题实施了揭露和经验总结,为企业商业模式的调整提供科学依据。最终,对于该企业商业模式存在的问题,指出差异化营销、一体化渠道、建立绿色通道等建议,该文可为不同生鲜农产品电子商务民营企业参照,对生鲜农产品电子商务商业模式的学术探讨也作出了适当的贡献。This paper takes “Dingdong Maicai” enterprise as an example, creatively applies “nine elements of business model system analysis” to implement systematic analysis and interpretation of the business model of the enterprise, so as to have a detailed and systematic understanding of the business model of the enterprise. On this basis, the problems of customer positioning, channel access, customer relationship and other problems of the enterprise are disclosed and summarized, which provides a scientific basis for the adjustment of the enterprise business model. Finally, for the problems existing in the business model of the enterprise, the paper points out the suggestions of differentiated marketing, integrated channels, and the establishment of green channels. The paper can be a reference for different private enterprises of fresh agricultural products e-commerce, and also makes appropriate contributions to the academic discussion of fresh agricultural products e-commerce business model.