新零售模式下生鲜电商运营管理过程中的风险分析——以盒马鲜生和超级物种为例  

Risk Analysis in the Operation and Management of Fresh Food E-commerce under the New Retail Background——Taking Freshippo and SUPER FRESH for Example

作　　者：陈铃洁 CHEN Ling-jie(School of Business,Yangzhou University,Yangzhou 225000,China)

机构地区：[1]扬州大学商学院,江苏扬州225000

出　　处：《物流工程与管理》2021年第12期66-68,共3页Logistics Engineering and Management

摘　　要：随着网络技术更新发展,消费结构转型升级,产品竞争日益激烈,互联网信息成本不断提高,企业利润空间被极大压缩,电商巨头将目光投注到生鲜等非标准品上。顺应“新零售”浪潮,阿里巴巴和永辉分别推出盒马鲜生和超级物种,抢占生鲜电商市场。文中基于新零售视角,对行业龙头的盒马鲜生和超级物种运营管理过程中的风险进行对比分析,衡量不同的战略选择对各项风险的影响,并根据其发展现状提出相应的风险防范措施,也为其他生鲜电商企业的运营管理和风险控制提供参考。With the update and development of network technology and the transformation and upgrading of consumption structure,the competition of products is becoming fierce increasingly.The cost of Internet information is constantly increasing,and corporate profits have been greatly reduced,so e-commerce industry giants put their eyes on non-standard products,such as fresh products.Alibaba and Yonghui Supermarket establish companies called Freshippo and SUPER FRESH respectively to seize market share of the fresh food e-commerce in line with the wave of new retail.Based on the perspective of new retail,this paper makes a comparative analysis of the risks in the process of operation and management of Freshippo and SUPER FRESH,measures the impact of different strategic choices on various risks,and puts forward corresponding risk prevention measures according to their development status,which also provides a reference for the operation management and risk control of other fresh food e-commerce companies.

关 键 词：新零售 盒马鲜生 超级物种 风险管理 

分 类 号：F251[经济管理—国民经济]