CAJ | 학술논문

生鲜类电子商务产品的特殊性使其在发展中也遇到了很多问题。本文中通过研究现有生鲜电商发展情况进行实证分析，提出以下具体策略：在产品源头上建立长期合作保质保量；在对待冷链运输的难题上，优化路径，区域化发展；在对待消费者上，从消费者角度考虑问题以增强顾客粘性；提高配送时效性，保证顾客期待的服务和产品温馨到手。有目的的战略化发展将让生鲜类电商赢得更大的市场和效益。
생선류전자상무산품적특수성사기재발전중야우도료흔다문제。본문중통과연구현유생선전상발전정황진행실증분석，제출이하구체책략：재산품원두상건립장기합작보질보량；재대대랭련운수적난제상，우화로경，구역화발전；재대대소비자상，종소비자각도고필문제이증강고객점성；제고배송시효성，보증고객기대적복무화산품온형도수。유목적적전략화발전장양생선류전상영득경대적시장화효익。
The particularity of e-commerce fresh products make it meet a lot of problems in the development. In this article, by studying the existing raw electrical business developmental situation, the empirical analysis is carried out to put forward the following strategies. 1. Set up long-term cooperation with the agricultural products supplier. 2. Optimize path and take a method of regional development on treating the problems of cold chain transportation. 3. On the treatment of consumers, pay more attention to O2O mode, and consider problems from the perspective of consumers to enhance customer stickiness. 4. Improve delivery timeliness to ensure that customers can get warm and sweet service and the products that they look forward to. To summary, a purposeful strategic development will make fresh electronic commerce to achievement a broader market and greater benefits.