新零售下生鲜电商商业模式分析及其提升策略研究  

Analysis of Fresh E-Commerce Business Model and Research On its Promotion Strategy under New Retail

作　　者：冯雅洁 马树建[2] FENG Ya-jie;MA Shu-jian(School of Mathematics,Physics and Science,Nanjing University of Technology,Nanjing 211816,Jiangsu;College of Economics and Management,Nanjing University of Technology,Nanjing 211816,Jiangsu)

机构地区：[1]南京工业大学数理与科学学院,江苏南京211816 [2]南京工业大学经济与管理学院,江苏南京211816

出　　处：《江苏商论》2023年第4期3-5,13,共4页Jiangsu Commercial Forum

基　　金：国家社会科学基金项目(20BGL009);教育部人文社会科学研究青年基金(17YJC630102)。

摘　　要：随着科技的发展和生活方式的改变,传统零售业的商业模式发生了重构和转型,“线上下单、线下体验与物流配送”的新零售模式在生鲜领域已经取得了不小的成绩。随着生鲜电商行业的发展壮大,行业竞争加剧,对其服务质量提出了更高的要求。因此,本文基于新零售背景,分析生鲜电商平台的发展模式及服务质量改进策略。With the development of science and technology and the change of lifestyle,the business model of the traditional retail industry has undergone restructuring and transformation.The new retail model of“online ordering,offline experience and logistics distribution”has made considerable achievements in the field of fresh food.With the development and expansion of the fresh e-commerce industry and the intensification of industry competition,higher requirements are put forward for its service quality.Therefore,based on the new retail background,this paper analyzes the development model and service quality improvement strategy of the fresh e-commerce platform.

关 键 词：新零售 生鲜电商 商业模式 

分 类 号：F71[经济管理—产业经济]