摘要
生鲜电商正在成为居民日常生活的重要一环,但是如今生鲜电商模式陷入了激烈的存量博弈。本文主要对生鲜电商模式的演变历程、特征及驱动机制进行研究。首先,基于“市场探索期—市场启动期—市场成长期”的发展阶段分析了生鲜电商模式的演变历程;其次,从配送模式、销售品类和消费群体三个方面总体分析了生鲜电商模式的演变特征;再次,从内在需求力和外在供给力两个方面探讨生鲜电商模式演变的驱动机制;最后,提出促进我国生鲜电商模式合理化发展的对策与建议,以期为生鲜电商市场的健康可持续发展提供参考。
Fresh produce e-commerce is becoming an important part of residents’daily life,but now the fresh produce e-commerce model has fallen into a fierce stock game.The author mainly studies the evolution,characteristics and driving mechanism of the fresh produce e-commerce model.Firstly,based on the development stage of“market exploration period—market start-up period—market growth period”,the evolution of fresh e-commerce model is analyzed.The evolution characteristics of fresh e-commerce model are analyzed from three aspects:distribution model,sales category and consumer group.After that,the driving mechanism of the evolution of fresh e-commerce model is discussed from the two aspects of internal demand force and external supply force.Finally,the author puts forward the countermeasures and suggestions to promote the rational development of China’s fresh e-commerce model,in order to provide reference for the healthy and sustainable development of fresh e-commerce market.
作者
刘会静
胡冰川
LIU Huijing;HU Bingchuan(School of Applied Economics,University of Chinese Academy of Social Sciences,Beijing 102488;Institute of Rural Development,Chinese Academy of Social Sciences,Beijing 100732)
出处
《农业农村部管理干部学院学报》
2023年第3期16-24,共9页
Journal of Agricultural Management Institute of Ministry of Agriculture and Rurial Affairs
基金
闽江学院“浙江大学CARD中国农村电商研究中心福建分中心”开放基金项目(NCDS2002)
关键词
生鲜电商
发展模式
演变
驱动机制
fresh produce e-commerce
development mode
evolution
driving mechanism
作者简介
刘会静,女,博士研究生,主要从事农产品电商方面研究,E-mail:zhenzhen681@163.com;通讯作者:胡冰川,男,博士,中国社会科学院农村发展研究所研究员、农产品贸易与政策研究室主任,E-mail:hubch@cass.org.cn。
