摘要
近年来,生鲜电商市场飞速发展,然而受目前生鲜电商所具有的产品时效性强、物流及履约成本高、顾客消费习惯尚未养成等特征影响,加之线上行业整体交易规模仍然偏小,大量生鲜电商平台处于亏损状态。而采用线上线下融合的“新零售”模式,加快生鲜企业O2O平台化进程,有助于降低生鲜企业运营成本,提高企业运营绩效。鉴于此,通过对生鲜企业和消费者进行深度访谈,结合相关统计报告与政策法规,采用扎根理论研究法探究影响生鲜企业O2O平台化的关键因素。研究发现,环境因素、产品因素、平台因素、用户因素是影响生鲜企业平台化的重要因素,分别在其中起驱动、保障、支持和主导作用。只有综合考虑以上四个因素的影响,全面掌握生鲜企业O2O平台化所处的环境,解决好产品质量标准和货源问题,快速增加平台流量,保障消费者权益,才能保证平台持续稳定运营。因此,为推动生鲜企业O2O平台化进程,可从平台服务模式、营销策略、管理方法、信息共享四个方面入手,通过提供增值服务来增强竞争力,通过完善营销策略来提高用户黏性,通过优化管理方法来加强质量监督,通过建立完整的信息流来实现信息共享。
In recent years,though fresh e-commerce market has shown a rapid growth trend,because of the influence of such characteristics as high logistics related cost,and the small scale of online industry,most manufacturers are in a state of loss. Therefore,adopting the new retail mode of O2O integration can accelerate the process of O2O platforms for fresh products manufacturers,which can improve the performance of fresh e-commerce companies. Through in-depth interviews and grounded theory,the author explores the key factors affecting the platforms of fresh product manufacturers O2O. It is found that the factors of environment,product,platform and users are the key to have important affect on the platform of fresh products manufacturers;and each factor plays the role in driving,guaranteeing,supporting,and leading,respectively. Only with the consideration of these factors,the fully understanding of environment,the controlling of product quality standard and source,the increasing of platform flow,and the guarantee of consumers’right,will we safeguard the sustainable and stable operation of the platforms. So to promote the development of fresh product manufacturers’platform,we should start from such four aspects as platform service mode,marketing strategy,management method and information sharing,enhance the competitiveness by providing value-added service,increase users’stickness by perfecting marketing strategy,strengthen quality supervision by optimizing management method,and realize information sharing by establishing integrated information flow.
作者
丁慧平
Ding Hui-ping(Qingdao Agriculture University,Qingdao,Shandong266019,China)
出处
《中国流通经济》
CSSCI
北大核心
2019年第10期33-42,共10页
China Business and Market
基金
山东省软科学项目“大外贸视阈下山东省跨境电商产业集群形成与演化机理研究”(2017RKBO1239)
青岛市哲学社会科学规划项目“跨境电子商务综合试验区平台生态圈机制设计及模式创新——以青岛综试区为例”(QDSKL1701166)
青岛农业大学高层次人才基金“平台视角下电子商务服务外包决策机理研究”(6631117707)
