生鲜电商促销策略对物流配送的影响研究——以大润发优鲜为例  

Research on the Impact of Fresh E-commerce Promotion Strategies on Logistics and Distribution——Taking RT-Mart You Fresh as an Example

作　　者：杨欣妍 YANG Xin-yan(Business School(Management School),Nantong University,Nantong 226019,China)

机构地区：[1]南通大学商学院(管理学院),江苏南通226019

出　　处：《物流工程与管理》2024年第9期9-12,共4页Logistics Engineering and Management

基　　金：2023年度南通市软科学项目“南通建设更高水平国家创新型城市的战略难点与关键点研究”(AR2023008)。

摘　　要：目前,生鲜电商为提升业绩制定了一系列促销策略,却无意识地对后方物流造成影响,如:大促期间短期优惠的销售策略影响物流终端速度等,增加了企业成本,降低了企业声誉。为此,迫切需要对之加以研究和克服。文中从大润发优鲜的物流运营现状出发,分析了其在广告、折扣、推广、公关、销售层面的促销策略对物流配送产生的影响,如影响物流运输质量、物流服务体验等,并针对影响大润发优鲜物流配送的促销因素,提出了平衡促销与物流的措施。At present,in order to enhance the performance,fresh e-commerce companies developed a series of promotion strategies,which unconsciously affected the rear logistics,for example,the sales strategy with short-term concessions during the promotion period affected the speed of the logistics terminal,which increased business costs and reduced corporate reputation.For this reason,there is an urgent need to study and overcome it.The article starts from the logistics operation status quo of RT-Mart You Fresh,and analyses the impact of its promotion strategies on logistics and distribution at the level of advertising,discounts,promotion,public relations,and sales,such as affecting the quality of logistics and transportation,logistics service experience,etc.Finally,in view of the promotional factors affecting RT-Mart You Fresh's logistics and distribution,it puts forward the measures to balance the promotion and logistics.

关 键 词：促销策略 成本控制 物流配送 

分 类 号：F724.6[经济管理—产业经济]