新零售时代生鲜电商经营策略分析  

Analysis for Business Strategy of Fresh Food E-commerce Against the Background of New Retail

作　　者：范微娜[1] FAN Weina(Zhejiang Institute of Economics and Trade,Hangzhou 310018)

机构地区：[1]浙江经贸职业技术学院,杭州310018

出　　处：《办公自动化》2018年第21期26-27,共2页Office Informatization

基　　金：2016年浙江省供销社科研项目(项目编号:16SSY03);2017年浙江省教育厅一般科研项目(项目编号:Y201738850)

摘　　要：生鲜电商不仅为农户销售生鲜产品提供了一种新渠道,给消费者购买生鲜产品带来便利,还加快了农产品的流通。但总体来说,生鲜电商总交易额在农产品电商交易额中占比较低,究其原因在于主流的生鲜电商售卖仍然依托于传统电商平台,无法解决生鲜电商特有的难题,同时商家也并未建立品牌意识。基于此,本文提出基于新零售时代生鲜电商的策略分析。Fresh food e-commerce is a new channel to sale for farmers that is also very convenience for consumers,and it enhances the circulation of products. However,online retail volume of fresh food e-commerce is very low compare with other agricultural products. Because fresh food sale online by the traditional e-commerce platform which can’t solve the special sale problem of fresh food. Another reason is that farmer owners have little or no brand savvy. So I will discuss the strategy for fresh food e-commerce against the background of new retail.

关 键 词：生鲜电商 新零售 消费升级 

分 类 号：G642[文化科学—高等教育学]