摘要
电子商务平台作为临期食品的重要销售渠道,研究其发展现状并针对性地提出未来发展对策建议,能够提升我国临期食品市场销量,促进临期食品电商行业良性发展。通过对我国临期食品电商平台市场环境PEST分析,以及我国临期食品头部电商平台现状分析,发现市场上行空间充足,但目前普遍存在商品种类不全、知名品牌较少、商品上线门槛低、缺乏稳定的盈利模式、后期优惠折扣力度不足等亟待解决的问题。基于此,从提高临期食品电商平台商品与服务品质、减轻消费者心理障碍与激发购买欲望2个基本角度出发,提出动态监控商品质量、完善物流及售后服务、开展趣味营销活动、加强临期食品科普宣传等对策建议。
As an important sales channel of near-expired food,e-commerce platform can improve the sales volume of near-expired food market and promote the benign development of near-expired food e-commerce industry by studying its development status and putting forward targeted future development countermeasures and suggestions.Through the PEST analysis of the market environment of China’s e-commerce platform for near-expired food,as well as the analysis of the current situation of China’s e-commerce platform for near-expired food,it is found that there is sufficient upside space in the market,but at present,there are many problems to be solved,such as incomplete types of goods,few well-known brands,low threshold for launching goods,lack of a stable profit model,and insufficient preferential discounts in the later period.Therefore,from the two basic angles of improving the commodity and service quality of the near-expired food e-commerce platform,reducing the psychological barriers of consumers and stimulating the purchase desire,this paper puts forward four countermeasures and suggestions,including dynamic monitoring of commodity quality,improving logistics and after-sales service,carrying out interesting marketing activities and strengthening the publicity of near-expired food science popularization.
作者
胡卿汉
Hu Qinghan(Chengdu College of University of Electronic Science and Technology of China,Chengdu 611731,China)
出处
《技术与市场》
2022年第12期189-192,共4页
Technology and Market
基金
四川省电子商务与现代物流研究中心项目“成渝双城区背景下新媒体对特色农产品营销促进效应研究”(DSWL-30)
教育部人文社科规划基金项目“零售商主导型供应链创新管理研究——大数据支撑的供应链金融视角”(18YJAZH024)。
关键词
临期食品
电子商务
网络营销
电商平台发展
near-expired food
electronic commerce
network marketing
E-commerce platform development
作者简介
胡卿汉(1996-),男,四川中江人,硕士,助教,研究方向:电子商务、供应链金融等。
