基于消费者满意度的生鲜电商运营模式分析与优化研究

发布时间：2018-02-03 14:48

本文关键词： 生鲜电商供应链运营模式消费者满意度　出处：《广东财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来电子商务的快速崛起,给生鲜农产品市场带来了新的变化,生鲜电商开始日益发展起来。相对传统生鲜农产品流通模式,生鲜电商缩短了整个供应链,改变了传统模式的多环节运输、储存等,同时,生鲜电商作为供应链的核心,使信息传递和沟通更加顺畅。但是,作为新兴事物,仍处在探索的阶段,运营模式出现多样化的趋势。本文将分析不同生鲜电商的运营模式,结合消费者满意度的实证分析,研究影响生鲜电商发展的主要问题,并进行运营模式的创新研究。首先,本文结合相关资料分析了生鲜电商的发展历程、现状以及存在的问题,然后对几种主要的运营模式进行分析比较,总结其优劣性,研究生鲜电商在采购、包装、存储、物流配送、信息管理、标准化生产等方面存在的问题。通过问卷调查和数据整理进行实证研究,分析影响消费者满意度的主要因素,根据实证结果从产品方面、物流配送、电商平台方面对生鲜电商的运营模式进行针对性优化研究,提出“C2B+O2O”的创新运营模式,并结合一米鲜的案例说明“C2B+O2O”模式的优势。最后,提出策略建议。
[Abstract]:In recent years, the rapid rise of e-commerce has brought new changes to the fresh agricultural products market, fresh e-commerce began to develop day by day. Compared with the traditional circulation mode of fresh agricultural products, fresh e-commerce shortened the whole supply chain. It has changed the traditional mode of multi-link transportation, storage and so on. At the same time, fresh e-commerce as the core of the supply chain, make information transmission and communication more smooth. However, as a new thing, it is still in the stage of exploration. This paper will analyze the different business models of fresh e-commerce, combined with the empirical analysis of consumer satisfaction, to study the main problems affecting the development of fresh e-commerce. And carry on the innovation research of the operation mode. Firstly, this paper analyzes the development course, the present situation and the existing problems of the fresh e-commerce business with the relevant data, and then analyzes and compares several main operation modes. Summing up its advantages and disadvantages, graduate fresh e-commerce in procurement, packaging, storage, logistics distribution, information management, standardized production and other aspects of the problems. Through questionnaires and data collation to carry out empirical research. This paper analyzes the main factors affecting consumer satisfaction, according to the empirical results from the product aspects, logistics distribution, e-commerce platform aspects of fresh e-commerce business mode of targeted optimization. The innovative operation mode of "C2B O _ 2O" is put forward, and the advantages of "C2B O _ 2O" mode are illustrated by a case of "one meter fresh". Finally, some suggestions are put forward.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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