本科论文摘 要零售产业发展至今，历史一般可以分为两个阶段：渠道主权阶段与产品主权阶段。而在这个时期中，产品都是零售业的关键组成要素，同时也是企业经营的核心。现如今，该行业已经逐步进入了消费者主权时代，在这个历史阶段，消费者对于产品销售具有决定性作用。2016 年，阿里巴巴集团就推出了“新零售”理念,指出未来的零售行业逐渐走进了互联网+、物流结合的新时期，电子商务平台和实体店也从竞争对手角色逐渐迈向互惠互利的合作对象，金融资本正在努力布局和打造新零售。在当前互联网时代下，人们的消费理念和能力有所转变，零售概念已经步入发展快车道，以生鲜为切入点提高消费者体验，不断尝试网络营销模式的创新和转变，诞生了一系列线上线下、物流融合的生鲜超市，推出生鲜餐饮+零售的新型消费模式，也就是结合餐饮店和商场的优势，依托线上各类应用软件、公众号等平台的便捷性来推动实体店的发展，有效打通线上线下之间的连接通道。此次研究主要是分析当前生鲜电子商务在新零售背景下的发展状况，总结其发展经验和效果，同时发现其中出现的问题，并针对问题找寻解决方法，最终提出新零售背景下生鲜运营模式的改进策略和实施对策。关键词：新零售，生鲜超市，盒马鲜生，永辉超市本科论文AbstractThe retail industry has experienced two periods so far: the channel sovereignty period and the commodity sovereignty period. During these two phases, merchandise is the core of retail and the focus of operations. Today's retail market has entered the stage of consumer sovereignty. In the period of consumer sovereignty, consumers played a more important role in the market. Since Ma Yun proposed the concept of "new retail" in 2016, emphasizing that retail companies are about to usher in an era of online, offline, and logistics integration, e-commerce and physical retail are moving from mutual struggle in a contradictory unity to interdependence. Actively explore and deploy new retail.In the current Internet era, people ’s consumption concepts and capabilities have changed, and physical and traditional e-commerce retail have enc...
