新零售背景下生鲜电商前置仓模式存在问题与对策研究  

Research on Existing Problems and Countermeasures of Fresh E-commerce Pre-warehouse Mode under the Background of New Retail

作　　者：张春玲 贾淼森 ZHANG Chun-ling;JIA Miao-sen

机构地区：[1]燕山大学经济管理学院

出　　处：《经济论坛》2021年第10期134-141,共8页Economic Forum

基　　金：2021年度河北省社会科学发展研究课题(20210601016);2019河北省科技厅软科学专项(19457406D);2020年度河北省教育厅人文社会科学研究重大课题攻关项目(ZD202008)。

摘　　要：近几年在新零售背景下生鲜电商发展迅猛,市场规模不断扩大,未来发展空间巨大。新兴的前置仓模式巧妙地减轻了生鲜电商损耗大、履约成本高、用户体验不佳的痛点,但在模式不断迭代更新发展的过程中探索发现前置仓依然存在市场竞争激烈、生鲜农产品的品质不确定性和管理难度大,经营成本高等困境。在对新零售背景下前置仓内涵、模式迭代以及存在问题进行分析的基础上,本文提出了提高核心竞争力、确保生鲜农产品的稳定性、降低生鲜前置仓的管理难度、减少前置仓模式的经营成本等对策建议。In recent years,fresh e-commerce has developed rapidly under the background of new retail,the market size is expanding continuously,and the future development space is huge.The emerging front-warehousing mode ingeniously alleviates the fresh e-commerce’s pain points of large loss,high cost of performance and poor user experience.In the process of continuous mode iteration and renewal development,it is found that front-warehousing still has such predicament as fierce market competition,uncertainty of quality of fresh agricultural products,big difficulty in management and high operating cost.On the basis of the analysis of the connotation of front-warehouse,mode iteration and the existing problems,the paper puts forward such countermeasure proposals as improving the core competitiveness,ensuring the stability of fresh agricultural products,reducing the fresh front-warehouse management difficulty and the operating cost of front-warehouse mode.

关 键 词：新零售 生鲜农产品 电子商务 前置仓模式 

分 类 号：F724.6[经济管理—产业经济] F274