社区生鲜电商商业模式转型的理论框架构建  

The Theoretical Framework Construction of the Transformation of the CommunityFresh E-commerce Business Model

作　　者：刘欢 武敏敏[1] LIU Huan;WU Min-min(Nanjing University of Science and Technology Zijin College,Nanjing 210033,China)

机构地区：[1]南京理工大学紫金学院,江苏南京210033

出　　处：《物流工程与管理》2022年第7期107-110,119,共5页Logistics Engineering and Management

基　　金：南京理工大学紫金学院2021年校级科研一般项目“社区生鲜电商商业模式转型研究:理论框架与共演模型”(2021ZRKX0401003);2021年度江苏高校哲学社会科学研究一般项目(2021SJA2252)。

摘　　要：受新冠疫情影响,社区生鲜电商市场发展迅速,在政策支持和新零售发展双重背景下,生鲜电商已经进入商业模式优化与规模增长并重的阶段。文中采用单案例研究法,选取一个典型案例,根据数据编码技术,总结归纳出社区生鲜电商平台发展的一般规律,据此提出一个社区生鲜电商商业模式转型研究的理论框架,为生鲜电商平台的发展提供思路借鉴和参考。Affected by the COVID-19,the market of community fresh e-commerce is developing rapidly.Under the dual background of policy support and new retail development,fresh e-commerce has entered the stage of business model optimization and scale growth.This paper adopts the method of single-case study,selects a typical case,and according to the data encoding technology,summarizes the general law of the development of the community fresh e-commerce platform,so as to put forward a theoretical framework for the study of the transformation of the community fresh e-commerce business model,and provide ideas and references for the development of fresh e-commerce platform.

关 键 词：商业模式转型 生鲜电商 数据编码 理论框架 

分 类 号：F251[经济管理—国民经济]