生鮮食品行業(yè)電子商務(wù)發(fā)展中存在的問題及對策

山東科技大學(xué)泰山科技學(xué)院本科畢業(yè)設(shè)計（論文）摘要隨著互聯(lián)網(wǎng)經(jīng)濟(jì)的發(fā)展，更多的傳統(tǒng)行業(yè)開始依靠互聯(lián)網(wǎng)+模式。由于目前生鮮食品市場主要依靠傳統(tǒng)銷售模式進(jìn)行，在這其中存在許多局限性。并且生鮮市場由于特殊性，比如運(yùn)輸，倉儲，保鮮，以及生鮮質(zhì)量等問題都制約著生鮮市場的空間性，地域性發(fā)展，生鮮市場可以借助互聯(lián)網(wǎng)+的模式解決空間性的問題。因此本文研究將生鮮與互聯(lián)網(wǎng)進(jìn)行結(jié)合，把生鮮的銷售，運(yùn)輸，和質(zhì)量等問題利用互聯(lián)網(wǎng)的便捷性和靈活性進(jìn)行解決。本文研究主要將生鮮與電商行業(yè)進(jìn)行結(jié)合來解決生鮮市場的局限性。對于現(xiàn)在的城市白領(lǐng)和家庭主婦來說,去超市或者農(nóng)貿(mào)購物買菜漸漸成為令人頭痛的事情，天氣不好、工作繁忙、交通堵塞、排隊(duì)結(jié)賬等。生鮮電商則能為這部分人減少不少買菜的時間。而且這部分顧客規(guī)模擴(kuò)大、購買力強(qiáng)、對生活質(zhì)量要求高，同時對價格的敏感度相對較低。并且生鮮電商面對的整個市場需求是剛性的，每一年人們在生鮮食品的支出也是比較固定的，因此生鮮電商食品行業(yè)可以考慮如何在這個市場里分一塊屬于自己的蛋糕，通過研究生鮮電商食品行業(yè)市場中出現(xiàn)的問題，并通過進(jìn)行統(tǒng)一的專營物流運(yùn)輸，能夠降低生鮮運(yùn)輸風(fēng)險和成本并保障生鮮產(chǎn)品的品質(zhì)。通過采用線上平臺的銷售，能大大增加生鮮企業(yè)的經(jīng)營利潤，同時對生鮮運(yùn)輸過程中的冷鏈環(huán)節(jié)提出建設(shè)性的意見。由于目前國內(nèi)生鮮市場并沒有形成一定的規(guī)模，應(yīng)該對相應(yīng)的管理部門提出監(jiān)督管理的意見，做到生鮮能夠保質(zhì)保量的送到用戶手中。關(guān)鍵詞：互聯(lián)網(wǎng)+；線上平臺；團(tuán)購模式；運(yùn)輸成本附錄AnalysisOfTheDevelopmentModelOfFreshElectricitySuppliersInForeignCountriesPeterJamesFreshagriculturalproductse-commerce(referredtoasfreshelectricitysuppliers),referstothedirectsalesoffreshagriculturalproductsontheInternet,suchasfreshfruitsandvegetables,freshmeat,etc..Inmodernsociety,withtheincreasinglyrapidpaceoflife,urbanwhite-collarworkersisdifficulttoextractthetimetobuyfreshingredients,freshbusinessappearsinacertainextentsatisfytheconsumerdemandisemergingindustryhasagreatpotential.Inrecentyears,withthecontinuousdevelopmentofChina'se-commerceenvironment,freshelectricitybusinessdevelopmentmomentumisgood,thevolumeoftransactionscontinuedtorise,thedevelopmentprospectsarebroad.Butbecauseoftherestrictionofpreservation,logisticsandotherinfrastructurefacilitiesandthetraditionalconceptofconsumptionandotherfactors,freshbusinessandcompetitioninthetraditionalsalesmodeofagriculturalproductsarestillatadisadvantageinandneedtofromthesupplychain,logisticssystem,marketingmodels,suchasbiggerandstronger.1ForeignElectricitySuppliersOperatingModeForeignfreshbusinessoperationmodeisdividedintothefollowingfour:o2omode,C2Bmode,modeofB2CO2O,pureplatformmode,withdifferentcharacteristics,advantagesandrisks.Typicalo2omodeisJapanfreshbusinessCybirdcompany,throughtheintegrationoffarmersandconsumersofresources,theestablishmentofaplatformfortransactionsbetweenfarmersandconsumers,theserviceobjectismainlyhousewivesintheTokyoarea.Consumersthroughthecompany'sWebsitecanbefromthehandsofthe60farmersbuyavarietyoffreshagriculturalproducts,websiteinadditiontoshowpicturesofallkindsoffreshagriculturalproductstoconsumers,toproduction,plantingmode,nutritionprogramsareintroduced,anincreaseofconsumerstotheproductsolution.Atthesametime,CybirdmonthlyinTokyo'sShibuyaareaheldamarket,forconsumerstocreateandfarmersfacetofaceshoppingenvironment,conducivetoconsumerunderstandingoffreshagriculturalproductsandtheprocessoftheproductionenvironment.Thisbusinessmodelfromtheproducerdirectlytotheconsumer,toensurethatthequalityandsafetyofitssaleoffreshagriculturalproducts,reducingtheintermediatecirculation,sothattheproducthasagreaterpriceadvantage.U.S.freshelectricitysupplierLocalHarvestcompanyisalsoconnectedtosmallfarms,CSAfarmsandconsumersofverticalelectricitysupplierwebsite.LocalHarvestfortheconsumertoacollectionoflocalfarmfreshagriculturalproductinformation,consumersthroughthemapretrievalsystemcaneasilychoosethelocalagriculturalproducts,enhanceconsumerwillingnesstobuylocalproduce,ontheonehandensuresthefreshnessoftheproducts,ontheotherhand,toreducethelogisticscost.Forconsumers,LocalHarvestinadditiontoprovideonlineshoppingservices,organizationsalsoactivelyconsumerstovisitthefarm,participateinagriculturalpractice,toallowconsumerstogetclosetothenatureofapleasantexperience,moreimportantistoenhancethetransparencyandcredibilityofagriculturalproducts.Tojointhesiteofthefarm,LocalHarvestprovidesafeemanagementsoftware.2TheDevelopmentStrategyOfChina'sFreshElectricitySuppliers2.1OptimizeTheSupplyChainBecauseChinahasavastterritory,engagedinalargenumberofagriculturalproduction,andplantingideas,productionprocessandproductstandardsarenotuniform,anditisdifficulttocontrolthequalityoffreshagriculturalproductssupplychainsource.ThisisoneofthereasonsforthefrequentaccidentsofqualityandsafetyofagriculturalproductsofChina.Soitisurgenttointegratethesourceofthesupplychain,eachfreshagriculturalproductssuppliersshouldbeaspossibletoshortenthesupplychain,reducetheprocessingagentsandmanufacturers,sothataflatsupplychain,inordertostrengthenthecontrolandmanagementofthequalityofagriculturalproducts.In2013,thecentral1documentpointedout:"toencourageandsupportthecontractedlandtoprofessionallarge,familyfarms,farmers'cooperativestransfer".AmericanLocalHarvest,farmigoandJapanCosuccessfulfoundationistounitethefamilyfarm,thescaleofproductionoflarge,farmers'cooperativesandotherbusinessentities,whichisChina'sagriculturalfuturedevelopmenttrend.Onlylarge-scaleenterprisesmature,canfromthesourceofthesupplychaintocontrolthequalityoftheproductsandbreedingenvironment,facilities,meansofproductionandproductionprocess,picking,inspection,transportationandotheraspectsoftheorigintobestandardandtheprocessof,conditionalfreshbusinessalsocansendtechnicians,informationofficerstationedinproductionbaseandassistinlarge-scaleenterprisesofgreenpollution-freeproduction,makebothsidesofsupplyanddemandinproductionandconsumptiondatasharing,toavoidinformationasymmetry,soastorealizetheorderofproductionandQueBaonongproductquality.2.2ToStrengthenTheConstructionOfColdChainLogisticsSystemPreservationofagriculturalproductsisthebiggestproblemfacingfreshbusinessintheprocessofproductdistribution,duetotheconstructionofcoldchainlogisticssysteminChinaisnotperfect,freshproductsintotheproportionofcoldchainlogisticssystemisfarlowerthandevelopedcountries(developedcountriesthisproportionusuallyinmorethan95%),throughouttheyearinthetransportprocessofdecaydeteriorationoffreshfoodvalueuptoabout700million,resultinginhugeeconomiclosses.ColdchainlogisticssystemforforeignfreshbusinessFreshDirect,amazonfreshpossessself,butduetothehugeinvestmentinequipment,requirementsformanagementandtechnicalpersonnelandhigh,recoverycycleislong,thesmallandmedium-sizedfreshbusinessunbearable.SowecanfromthefollowingseveralaspectsbegintostrengthentheconstructionofcoldchainlogisticssysteminChina,improverefrigeratedtransportcapacityoffreshagriculturalproducts:freshdomesticelectricitysuppliertostrengthencooperation,buildcoldchainlogisticssystem,unifieddistribution,improvethecoldchainvehicleloadingrate,savingtransportcosts.May28,2013,cofoundedbyAlibabagroupandintimegroup,FosunGroup,Fuchungroup,SFandotherChineseintelligentlogisticsbackboneprojectstarted,planstointhenationwideestablishedservicewithin24hoursofthelogisticssystem,iftheplancanbeimplementedsuccessfully,reestablishingpubliccoldchainbasestationwilleffectivelypromotethedevelopmentoffreshdomesticelectricitysupplier.Bymeansofthirdpartycoldchainlogistics.Domesticfreshelectricitysupplierscanaccordingtotheirownactualsituation,selectthesuitablethirdpartycoldchainlogistics,logisticsanddistributiontosolvethelastmileproblem.Hasthestrengthoffreshelectricitysupplierscanbeintroducedintothemodularcar,andestablishalong-termdevelopmentconcept,strengthenlegalawareness.Ruraltourismoperatorsshouldconstantlyimprovetheirownculturalquality;establishalong-termdevelopmentconcept.AfarmhouseinChengdutothescenepointtokillegretsforspecialty,attractedalotoftourists.AsthethreeanimalprotectionChinaegrets,enterprisesonlyattachimportancetoeconomicinterestswhileignoringthelawsandregulations,theresultiscutoffsourcesofrevenue.Therearealotofruraltourismoperatorstotouristshavefraud,extortionandotheracts,seriouslydisruptingtheorderoftheruraltourismmarket.2.3IncreaseGovernmentSupportFranceisahighlydevelopedagriculturalcountry,startingfromthefiftiesofthe19thcentury,Franceontheimplementationofthelandremediationforupto20years,forruraltourismdevelopmenttolayagoodfoundation,andaccumulatedagoodexperienceisworthusingforreferenceforChina.ChinashouldestablishasuitableforChina'snationalconditions,themechanismoffarmlandtransfer,clearlandpropertyrights,acceleratethetothelandofthelegislativeprocess,fromthetransferoflandconditions,scope,procedure,thedistributionofincome,andthelegalresponsibilityofthedetailedprovisions,introductionoflandcirculationandthereplacementofthesafeguardmeasures.Atthesametime,doagoodjobmatchingserviceandstrengthenthefinancialandcreditsupport,theauthoroffarmhouse,ZhejiangProvince,theresearchfoundthatruraltourismproductdevelopment,marketing,taxationfortheoperatorisahugesumoffunds,thegovernmentshouldencouragefinancialenterprisesofruraltourismcreditsupport.Lin'anCity,ZhejiangProvinceRuralCreditCooperativestakefarmersmicrocreditloans,guaranteedloanstofarmers,the"Nongjiale"buffetmealsservice,loanproceduressimple.Inaddition,especiallyforremoteandpoorruralareas,shouldincreasetheconstructionoftraffic,publictoilets,publicinformationplatform.譯文國外生鮮電商發(fā)展模式探析PeterJames生鮮農(nóng)產(chǎn)品電子商務(wù)（簡稱生鮮電商），是指以電子商務(wù)手段在互聯(lián)網(wǎng)上直接銷售生鮮農(nóng)產(chǎn)品，如新鮮果蔬、生鮮肉類等。現(xiàn)代社會的工作、生活節(jié)奏日益加快，都市上班族很難抽出時間購買新鮮食材，生鮮電商的出現(xiàn)在一定程度上滿足了其消費(fèi)需求，是具有巨大潛力的新興產(chǎn)業(yè)。近年來，隨著中國電子商務(wù)環(huán)境的不斷成熟，生鮮電商發(fā)展勢頭良好，交易總量持續(xù)攀升，發(fā)展前景廣闊。但由于保鮮、物流等基礎(chǔ)設(shè)施和傳統(tǒng)消費(fèi)觀念等因素的制約，生鮮電商在與傳統(tǒng)農(nóng)產(chǎn)品銷售模式的競爭中還處于劣勢，需要從供應(yīng)鏈、物流體系、營銷模式等方面做大做強(qiáng)。１ 國外生鮮電商的運(yùn)營模式國外生鮮電商運(yùn)營模式大致分為以下４種：O2O模式、C2B模式、B2C＋O2O模式、純平臺模式，具有不同的特點(diǎn)、優(yōu)勢和風(fēng)險。日本生鮮電商Cbird公司是O2O模式的典型代表，通過整合農(nóng)戶和消費(fèi)者資源，建立了農(nóng)戶與消費(fèi)者之間的交易平臺，其服務(wù)對象主要是東京地區(qū)的家庭主婦。消費(fèi)者通過公司網(wǎng)站可以從60個農(nóng)戶手中購買種類豐富的生鮮農(nóng)產(chǎn)品，網(wǎng)站除了向消費(fèi)者展示各種生鮮農(nóng)產(chǎn)品的圖片外，還對生產(chǎn)地、種植方式、營養(yǎng)方案等進(jìn)行介紹，增加了消費(fèi)者對產(chǎn)品的了解。同時，Cbird公司每月在東京澀谷地區(qū)舉辦一次集市，為消費(fèi)者創(chuàng)造與農(nóng)戶面對面的購物環(huán)境，有利于消費(fèi)者了解生鮮農(nóng)產(chǎn)品的生產(chǎn)環(huán)境及過程。這種從生產(chǎn)者直接到消費(fèi)者的經(jīng)營模式，保證了其所出售的生鮮農(nóng)產(chǎn)品的質(zhì)量安全，減少了中間流通環(huán)節(jié)，使產(chǎn)品具有較大的價格優(yōu)勢。美國生鮮電商LocalHarvest公司也是連接中小農(nóng)場、CSA農(nóng)場和消費(fèi)者的垂直電商網(wǎng)站。Local-Harvest為消費(fèi)者匯集了本地農(nóng)場的生鮮農(nóng)產(chǎn)品信息，消費(fèi)者通過地圖檢索系統(tǒng)能夠便利地選購本地農(nóng)產(chǎn)品，增強(qiáng)了消費(fèi)者購買本地農(nóng)產(chǎn)品的意愿，一方面保證了產(chǎn)品的新鮮度，另一方面有效降低了物流成本。對消費(fèi)者而言，Local-Harvest除了提供在線購物服務(wù)外，還積極組織消費(fèi)者到農(nóng)場參觀考察，參與農(nóng)業(yè)實(shí)踐活動，讓消費(fèi)者獲得親近自然的愉快體驗(yàn)，更重要的是增強(qiáng)了農(nóng)產(chǎn)品的透明度和可信度。對加入網(wǎng)站的農(nóng)場，Local-Harvest提供了收費(fèi)管理軟件。２ 中國生鮮電商的發(fā)展策略2.1優(yōu)化供應(yīng)鏈由于中國地域廣闊，從事農(nóng)業(yè)生產(chǎn)的人數(shù)眾多，加上種養(yǎng)觀念、生產(chǎn)流程和產(chǎn)品標(biāo)準(zhǔn)不統(tǒng)一，生鮮農(nóng)產(chǎn)品供應(yīng)鏈源頭的質(zhì)量難以控制，這是中國農(nóng)產(chǎn)品質(zhì)量安全事故頻發(fā)的原因之一。因此急需整合供應(yīng)鏈源頭，各個生鮮農(nóng)產(chǎn)品供應(yīng)商應(yīng)盡可能地縮短供應(yīng)鏈，減少代理商和加工廠商，使供應(yīng)鏈扁平化，以便加強(qiáng)對農(nóng)產(chǎn)品質(zhì)量的控制與管理。2013年中央１號文件指出“鼓勵和支持承包土地向?qū)I(yè)大戶、家庭農(nóng)場、農(nóng)民合作社流轉(zhuǎn)