封面生鲜市场（电商）在电子商务环境下的发展对策研究摘 要随着社会经济的发展以及科技的不断进步，依托信息网络进行商品交换的新的商务活动出现，并日益发展。由于电子商务在我国出现时间较短，尚处于摸索阶段，存在一定的问题。在当前，我国消费者对农产品，特别是对时令蔬菜、肉类、水果、海产品等鲜活农产品的需求量逐年递增，创新农产品的销售渠道、销售模式、运输方式已经成一种必然，本文以生鲜市场为例进行探究，分析其在电子商务环境下的发展对策。文章首先概述了研究背景、意义等，并概述了电子商务、冷链物流、SWOT 分析法以及供应链理论；其次对电子商务环境下生鲜市场进行 SWOT 分析，指出其优势、劣势、机遇以及挑战；再次对生鲜电商发展存在的问题进行分析；最后依据问题提出了有针对性的建议，即建立完善的供应链、合理整合物流资源、建立专业化运营、加强品质管控以及形成品牌化。希望本文的研究可以为生鲜电商的发展提供一定的参考。关键词：生鲜电商；电子商务；发展对策AbstractWith the development of society and economy and the continuous advancement of science and technology, new business activities of relying on the information network for the exchange of commodities have appeared and are growing day by day. As e-commerce appears in our country for a short time, it is still in the groping stage, and there are some problems. At present, the demand of consumers in our country for agricultural products, especially for fresh produce such as seasonal vegetables, meat, fruits and marine products, is increasing year by year. It is inevitable that the sales channels, sales models and modes of innovative agricultural products are inevitable. In this paper, Fresh market as an example to explore and analyze its development strategy in the e-commerce environment. First of all, the article summarizes the research background, significance and so on, and summarizes the e-commerce, cold chain logistics, SWOT analysis and supply chain theory; secondly SWOT analysis of fresh...
