新冠疫情对生鲜电商的影响研究

 2022-12-12 11:12

论文总字数:24592字

摘 要

随着物联网时代的飞速发展和5G技术的不断突破,人们的经济能力和消费观念都有了很大改变。在此机遇条件下,生鲜产业得到了迅猛发展。同时,随着电子商务和供应链环节的不断优化和完善,消费者对于生鲜产品的消费欲望由线下转为了线上购买形式。因此,生鲜电商成为了公众关注的热点话题。2019年年末,新型冠状病毒肺炎疫情在中国蔓延,疫情对社会各界产生了巨大影响。政府制定一系列措施来控制疫情的进一步蔓延,要求居民减少不必要地外出和聚集,于此同时交通运输也收到了管制。在这一特殊时期,具有“非接触式”“配送到家”服务属性的生鲜电子商务平台一时间成为了民众购买生活必需品最优的选择。

本文首先以新冠疫情时期生鲜电子商务行业的现状为切入点,将消费者需求理论与生鲜电子商务运营模式相结合,并根据国内外的研究结论,从而构建针对于生鲜电商运营的层级模型。从供应链、仓储配送、大数据分析、获客能力、腐损率五大影响因素进行整合分析,通过对比常规模型和疫情环境下特殊模型,得出结论新冠疫情的出现改变了群众的消费习惯和意识,与此同时层次模型也发生了改变,各层级的重要性产生了差别,模型出现了区分度。疫情为生鲜电商行业带来了大量的流量和订单,生鲜电商行业也在此阶段快速发展,在未来将会成电商行业非常重要的一块拼图。然而带给生鲜电商的还有不少的挑战,如何克服难题,完善优化自身体系,是生鲜电商企业未来的发展目标。本文通过研究新冠疫情对于生鲜电商行业的影响,以期为疫情及疫情过后生鲜电商企业的规划提供切实可行的策略和建议。

关键词:生鲜电商;新冠疫情;层级模型

The Impact of COVID-19 on Fresh Electric Business

Abstract

With the rapid development of Internet of things and the continuous breakthrough of 5g technology, people's economic ability and consumption concept have changed greatly. Under this opportunity, the fresh food industry has developed rapidly. At the same time, with the continuous optimization and improvement of e-commerce and supply chain, consumers' consumption desire for fresh products has changed from offline to online. Therefore, fresh e-commerce has become a hot topic of public concern. At the end of 2019, the epidemic of New Coronavirus pneumonia spread in China, and the epidemic had a great impact on all sectors of society. The government has formulated a series of measures to control the further spread of the epidemic, requiring residents to reduce unnecessary going out and gathering. At the same time, transportation has also been controlled. In this special period of the day, the fresh e-commerce platform with the service attributes of "non-contact" and "home delivery" has become the best choice for the public to buy daily necessities.

This graduation thesis first takes the current situation of the fresh e-commerce industry in COVID-19 as the breakthrough point, combines the theory of consumer demand with the operation mode of fresh e-commerce, and builds a hierarchical model for fresh electric business operation according to the research findings at home and abroad, from the supply chain, warehousing and distribution, big data analysis, customer acquisition capabilities, etc. The five major factors affecting the rate of rot were analyzed by integration, and by comparing the change of the conventional model and the special model under epidemic situation, it was concluded that the emergence of COVID-19 changed the habit and consciousness of the masses. At the same time, the level model also changed, and the importance of each level was different. The epidemic has brought a lot of traffic and orders to the fresh e-commerce industry, and the fresh e-commerce industry has also developed rapidly at this stage, which will become a very important jigsaw puzzle for the e-commerce industry in the future. However, the epidemic has brought many challenges to fresh e-commerce. How to overcome the problems and improve their own system is the future development goal of fresh e-commerce enterprises. This paper studies the impact of the epidemic on the fresh e-commerce industry, in order to provide practical strategies and suggestions for the planning of fresh e-commerce enterprises after the epidemic.

Keywords: Fresh E-commerce; COVID-19; Hierarchical Model

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 2

1.3 研究方法 2

1.4 论文框架 3

第二章 相关文献综述 4

2.1 生鲜电商供应链研究 4

2.2 生鲜电商行业运营模式研究 4

2.3 研究评述 5

第三章 生鲜电商行业概述 7

3.1 生鲜电商发展现状 7

3.2 生鲜电商主要运营模式 8

3.3 生鲜电商类型 8

3.3.1 平台型 8

3.3.2 垂直型 9

第四章 新冠疫情对生鲜电商影响因素层级模型构建分析 10

4.1 生鲜电商运营常规层级模型构建 10

4.1.1 常规阶段生鲜电商运营层级模型概述 10

4.1.2 常规阶段生鲜电商运营各层级构建解释 10

4.2 新冠疫情状态下生鲜电商运营层级模型分析 11

4.2.1 供应链能力 12

4.2.2 仓储配送能力 13

4.2.3 大数据应用能力 13

4.2.4 获客能力 14

4.2.5 腐损率 15

第五章 疫情背景下生鲜电商基于层级模型机遇、挑战及发展策略分析 17

5.1 疫情背景下生鲜电商基于层级模型机遇分析 17

5.1.1 降低获客成本与能力要求 17

5.1.2 革新仓储与配送模式 17

5.2 疫情背景下生鲜电商基于层级模型挑战分析 18

5.2.1 采购能力不足,资源受限 18

5.2.2 冷链物流未完善,腐损率缺乏控制 18

5.3 疫情背景下生鲜电商基于层级模型发展策略分析 18

结 论 20

致 谢 21

参考文献 22

第一章 绪 论

1.1 研究背景

我国经济进入了飞速发展时期,互联网产业和高智能移动设备也随之在快速的更新和完善。这不仅提高了网络用户的渗透率,同时也促进了共享资源信息的传达。年轻的用户由此引发了一波又一波线上消费的狂潮。中年老年人群使用比例也在不断的上升,成为了潜在的主要消费者和重要的消费群体。根据中国互联网络信息中心最新发布的第46份《中国互联网络发展状况统计报告》显示:“截至于2020年12月,中国互联网用户数量已达9.92亿,比2019年1月增加了8740万。如今我国使用互联网人群占总数的72.3%,相比于2020年1月份,增幅为百分之五点八。”报告中提出使用率上升趋势显著,越来越多的电子商务企业依托大量的互联网使用者以及完善的信息共享资源平台高速拓宽自己的规模和经营范围。同时各行各业都关注到了电子商务这一新兴热门市场,纷纷投入大量资金从而涉猎其中,市场被飞速扩大和占领。如今,线上支付平台、线上购物软件和在线办公会议成为了使用率最高的在线软件,并且同比增长的用户数量也是最高的。我国网络发展历经了2G网络时代到3G一直到4G网络速度,现在甚至超前地进入了5G新网络时代,Internet服务的不断更新迭代,移动端、网络端成为了新网络时代最瞩目的标志。

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