广东东软学院本科毕业设计（论文） 新零售背景下生鲜超市模式分析——以永辉超市为 例 内容摘要 “永辉超市”平台是用户线上线下一体式消费的生鲜电商平台，致力于提供给消费者以更好的服务以及健康的食品和实惠的商品，提升顾客的消费体验。通过优质高效的运营，成功占领了线上线下生鲜电商的市场。本文通过对新零售、生鲜运营模式等相关观念进行分析整理，以“永辉超市”为例研究新零售背景下生鲜超市运营模式的发展及对策，并通过波特五力模型分析“永辉超市”行业的竞争情况。进一步剖析和解读新零售平台的发展现状，提出新零售环境下生鲜超市运营改进对策及未来发展方向，具体可以通过整合互联网大数据加上对产品进行柔性化生产来提高企业运营效果。设想未来，生鲜超市不仅仅依靠现代物流技术实现给消费者最高效的交付，还将依靠数据支持来制定不同受众的个性化需求服务。以此为之后研究相关题材的人提供一些参考。关键词：新零售 运营模式 永辉超市 波特五力模型 大数据广东东软学院本科毕业设计（论文）AbstractThe "Yonghui supermarket" platform is a fresh e-commerce platform for online and offline consumption of users. It is committed to providing consumers with better services, healthy food and affordable goods, and improving consumer experience. Through high-quality and efficient operation, it has successfully occupied the online and offline fresh e-commerce market.Based on the analysis of the new retail, fresh operation mode and other related concepts, this paper takes Yonghui supermarket as an example to study the development and Countermeasures of fresh supermarket operation mode under the background of new retail, and analyzes the competition of Yonghui supermarket industry through Porter's five forces model.Further analysis and interpretation of the development status of the new retail platform, put forward the new retail environment fresh supermarket operation improvement countermeasures and future development direction, specifically through the integration of Internet big data and...
