新零售模式下生鲜电商现状分析与优化策略研究  

Analysis of the Current Status and Optimization Strategies of Fresh E-commerce in the New Retail Model

作　　者：王明皓 李翠[1] Wang Minghao;Li Cui(Qingdao University of Technology,Qingdao,Shandong,266000)

机构地区：[1]青岛理工大学,山东青岛266000

出　　处：《中国商论》2024年第17期35-38,共4页China Journal of Commerce

基　　金：2023年国家级大学生创新创业训练计划项目“‘果’不其然——智慧化水果分级推动乡村振兴先行兵”(202310429011X);山东省本科教育教改重点课题“基于产教融合共同体的商贸物流新形态实践教学体系研究阶段性成果”(Z2023145)。

摘　　要：随着数字科技的迅猛发展和消费者行为的变革,新零售模式在全球范围内迅速兴起,并对传统零售业产生了深远影响。中国作为全球最大的电商市场之一,生鲜电商行业在新零售模式的推动下迎来了快速的发展和蓬勃的态势。然而,尽管生鲜电商取得了一定的成就,但在新零售模式的背景下,仍然面临着一些挑战和问题。本文从新零售和生鲜电商入手,分析中国生鲜电商行业的发展现状,探讨新零售模式下生鲜电商存在的关键问题,并提出相应的优化策略和建议,以期为生鲜电商行业的可持续发展提供有益的参考和指导,为行业发展注入新的活力和动力。With the rapid development of digital technology and the transformation of consumer behavior,the new retail model has quickly emerged globally,profoundly impacting the traditional retail industry.As one of the largest e-commerce markets in the world,China has witnessed rapid growth and a thriving trend in the fresh produce e-commerce industry under the impetus of the new retail model.Despite the achievements,fresh produce e-commerce still faces various challenges and issues within the context of the new retail model.This article takes a comprehensive approach by analyzing the development status of the fresh produce e-commerce industry in China from the perspective of new retail and fresh produce e-commerce,discussing the key issues facing fresh produce e-commerce under the new retail model,and proposing corresponding optimization strategies and recommendations.The goal is to provide valuable reference and guidance for the sustainable development of the fresh e-commerce industry,injecting new vitality and momentum into the industry's growth.

关 键 词：新零售 生鲜 电商 供应链 物流 

分 类 号：F259.27[经济管理—国民经济]