新零售背景下社区生鲜电商企业的运营模式分析——以叮咚买菜为例.docxVIP

PAGE 2 新零售背景下社区生鲜电商企业的运营模式分析——以叮咚买菜为例 摘 要 在新零售的背景下，随着我国生鲜电商企业的快速膨胀，2021年生鲜电商贸易额高达4658.1亿元。由于人们购买习惯的转变和疫情的影响，绝大多数消费者将购买习惯从线下转移到线上，这为生鲜电商带来了机会。随着生鲜电商市场规模的不断扩大，其发展模式也逐渐成熟，社区生鲜电商逐渐引领人们购买生鲜产品的方式。然而，由于生鲜产品的特殊性，企业在发展过程中面临巨大的技术和运营挑战，许多生鲜企业无法承受这种压力，从而退出生鲜市场。在疫情期间，人们纷纷选择在线上购买生鲜产品，因为他们无法外出购物，这时叮咚买菜在社区生鲜电商中发挥着越来越重要的作用。叮咚买菜自建社区前置仓，配备冷链体系，从生鲜源头控制品质。在叮咚买菜的平台上，新鲜的蔬菜、活鱼和虾、肉类、禽类和蛋类等生鲜产品下单后，最快可在29分钟内送达，如果在24小时内不满意，顾客可以申请退款。叮咚买菜当前应用广泛，本文对叮咚买菜的运营模式进行了分析，探究生鲜电商未来发展的趋势和对策，指出叮咚买菜对社区生鲜电商的发展带来的启示，期望能够促进叮咚买菜的发展，推动社区生鲜电商企业继续向好的方向发展。 关键词：新零售，社区生鲜电商，运营模式，叮咚买菜  ABSTRACT In the context of new retail, with the rapid expansion of fresh e-commerce enterprises in China, the trade volume of fresh e-commerce reached 465.81 billion yuan in 2021. Due to the change in peoples purchasing habits and the impact of the pandemic, the vast majority of consumers have shifted their purchasing habits from offline to online, which has brought opportunities for fresh e-commerce. As the market size of fresh e-commerce continues to expand, its development model is gradually maturing, and community fresh e-commerce is gradually leading the way people purchase fresh products. However, due to the special nature of fresh products, enterprises face enormous technological and operational challenges in the development process, and many fresh enterprises cannot withstand this pressure and thus exit the fresh market. During the pandemic, people chose to buy fresh products online because they could not go out to shop, and Dingdong Maicai played an increasingly important role in community fresh e-commerce. Dingdong Maicai has established its own community front warehouse, equipped with a cold chain system, and controls the quality of fresh products from the source. On the Dingdong Maicai platform, fresh vegetables, live fish and shrimp, meat, poultry, and eggs and other fresh products can be delivered in as fast as 29 minutes after ordering, and customers can apply for a refund if they are not satisfied within 24 hours. Din