面向新零售的物流运作模式分析——以瑞幸咖啡为例 Analysis of Logistics Operation Mode for New Retail ——The Case of Luckin Coffee内容摘要随着互联网时代的到来，信息技术的发展、居民消费能力水平的提高，对消费的体验感和服务的质量也有了更高的要求，新零售模式结合线上线下和物流，线下的体验感、线上购买的便捷性和物流配送的快速响应满足消费者的多样化需求和体验。新零售概念的提出，使得我国的零售企业有了突破性的转变，在新零售的背景下，物流成为新零售企业能否获得消费者青睐的决定性因素之一。本文介绍了新零售的相关概念和发展现状，并对新零售物流的运作模式进行了阐述，再以瑞幸咖啡为例，通过对资料的查阅、相关人员的采访调查和多次实际体验，分析瑞幸咖啡在供应链、生产和末端配送环节中的物流运作，针对其存在的问题提出建议与对策。关键词：新零售；新零售物流；瑞幸咖啡；物流运作广东东软学院本科毕业设计（论文）AbstractWith the advent of the Internet era, the development of information technology, the improvement of the level of consumer consumption capacity, the consumer experience and the quality of services also have higher requirements, the new retail model combined with online and offline and logistics, offline experience, online purchase convenience and logistics and rapid response to meet the diverse needs and experience of consumers. The introduction of the new retail concept has made a breakthrough transformation of China's retail enterprises, in the context of new retail, logistics has become one of the decisive factors for new retail enterprises to gain the favor of consumers. This paper introduces the relevant concepts and development status of new retail, and expounds the operation mode of the new retail logistics, and then takes luckin coffee as an example, analyzes the logistics operation of luckin coffee in the supply chain, production and end distribution link through the reference of information, the interview inves...
