基于新零售模式下生鲜电商的发展分析及对策研究——以盒马鲜生为例【摘要】在网络技术发展的推动下，我们已经步入信息时代和大数据发展阶段。在这一背景下，电商行业的发展如日中天，生鲜电商也应运而生。由于生鲜产品有着其特殊性，传统生鲜电商的发展受到了限制，但在新零售的出现和推动下，生鲜电商迎来了发展机遇，出现了一批像盒马鲜生、京东 7FRESH等超级物种。因此，在市场不断变化、行业竞争激烈的今天，如何突出重围占领市场，保持优势，完成转型是当前生鲜电商关注的热点，也是值得深入研究的问题。本文采用文献研究和案例分析等研究方法。首先系统的了解新零售、生鲜电商以及生鲜电商运营模式等理论概念，然后以此为基础，以盒马鲜生为例，深入探究其运营发展以及零售模式下的供应链现状，从中分析并总结出盒马鲜生运营过程中存在的问题与不足之处。最后，基于新零售发展，从引入新技术 ，降低运营成本、全面提升用户体验、持续优化供应链管理、不断加强生鲜零售双渠道供应链的风险管理以及进一步提升物流配送能力等方面为盒马鲜生的更好地发展提出科学合理的改进建议，同时为我国生鲜电商的发展转型提供借鉴。【关键词】新零售；生鲜电商；盒马鲜生Development analysis and countermeasure research of fresh e-commerce based on new retail mode -- a case study of "Hema Fresh"[Abstract] With the development of network technology, we have entered the information age and the development stage of big data. In this context, the development of the e-commerce industry is growing day by day, and fresh e-commerce also emerged as the times require. Due to the particularity of fresh products, the development of traditional fresh e-commerce has been limited. However, with the emergence and promotion of new retail, fresh e-commerce has met in favourable circumstances, with a number of super species such as Hema Fresh and Jingdong’s 7FRESH. Therefore, in today's changing market and fierce competition in the industry, how to seize the market, maintain the advantages and complete the transformation is the current focus of fr...
