社区生鲜O2O消费者调查分析与发展建议  

Investigation Analysis and Development Suggestions of O2O Consumers in Fresh Food Community

作　　者：周利星 熊苍玮 林娟[1] Zhou Lixing;Xiong Cangwei;Lin Juan(Guangdong Vocational Institute of Public Administration,Guangzhou 510800,China)

机构地区：[1]广东行政职业学院,广州510800

出　　处：《柳州职业技术学院学报》2023年第1期36-40,共5页Journal of Liuzhou Vocational & Technical College

基　　金：2019年度广东省高校青年创新人才类项目(2019GWQNCX017);广东行政职业学院“十四五”规划2021年度校级教学改革研究与实践项目(X2021ZLGC5116)。

摘　　要：民以食为天,生鲜食品作为日常生活必需品,有较强的需求刚性。在新冠疫情常态化防控期间,线下的商务机会与线上互联网信息技术相结合,新零售下的O2O呈现多元化的发展场景。文章通过调查和访谈了解社区生鲜O2O消费者的行为,理清当前社区生鲜O2O发展中的主要问题,主要表现在目标受众覆盖面有限、客单价和复购率不高、“最后一公里”问题成痛点,以及同质化竞争激烈,最后为社区生鲜O2O的发展提出建议。Food is the most important thing for people,and fresh food,as a necessity of daily life,has a strong demand rigidity.Under the background of normal control of the COVID-19,offline business opportunities are combined with online internet information technology,and O2O presents a diversified development scenario.Through investigation and interview,the paper analyzes the behavior of community fresh O2O consumers and clarifies the main problems in the current development of community fresh O2O.The problems include the limited coverage of target audiences,low customer unit price and repurchase rate,the "last mile" problem pain point,and homogeneous competition incentives.Finally,it puts forward suggestions for the development of community fresh O2O.

关 键 词：社区生鲜 O2O 新零售 消费者 

分 类 号：F274[经济管理—企业管理] F724.6[经济管理—国民经济]