摘要
新冠疫情进入防控常态化,政府多措并举保证生鲜农产品的质量安全与供应,居民在水产品的购买方式上产生了一定变化,水产品电商在这一阶段进入新的发展期。由于水产品的特殊属性,易腐烂、标准化低、流通过程中保鲜难度大等特征,水产品电商如何更好优化新零售发展存在诸多阻碍。本文基于新零售的全新业态背景,以水产品电商为视角,利用扎根理论归纳新零售路径优化过程的5个关键环节:生产源头控制、冷链物流控制、品牌宣传控制、模式创新控制和用户维系控制,得出各环节存在的问题,将线上线下融合引入水产品电商路径优化过程,进而提出对策和建议。
COVID-19 has entered the normalization of prevention and control.The government has taken various measures to ensure the quality,safety and supply of fresh agricultural products.Residents have also made certain changes in the way of purchasing aquatic products.Aquatic product e-commerce has entered a new period of development at this stage.Due to the special attributes of aquatic products,perishable,low standardization,and difficulty in keeping fresh in the circulation process,there are many obstacles for aquatic product e-commerce to better optimize the development of new retail.Based on the background of the new retail model,from the perspective of aquatic product e-commerce,this paper uses Grounded theory to summarize the five key links of the new retail path optimization process:production source control,cold chain logistics control,brand promotion control,model innovation control and user maintenance control.It finds out the problems in each link,introduces online and offline integration into the aquatic product e-commerce path optimization process,and then proposes countermeasures and suggestions.
作者
王华阳
李玉峰
WANG Hua-yang;LI Yu-feng(College of Economics and Management,Shanghai Ocean University,Shanghai 201306,China)
出处
《中国渔业经济》
2021年第6期45-52,共8页
Chinese Fisheries Economics
基金
上海市哲学社会科学规划项目“乡村振兴战略下生鲜农产品智慧零售商业模式研究”(2018BGL015)
上海市人民政府发展研究中心,决策咨询课题“疫情防控常态化下上海水产品贸易与质量安全调研”(2020-S-22)资助。
关键词
新零售
水产品电商
扎根理论
New retail
aquatic products e-commerce
Grounded theory
