生鲜食品行业电子商务发展中存在的问题及对策

山东科技大学泰山科技学院本科毕业设计（论文）摘要随着互联网经济的发展，更多的传统行业开始依靠互联网+模式。由于目前生鲜食品市场主要依靠传统销售模式进行，在这其中存在许多局限性。并且生鲜市场由于特殊性，比如运输，仓储，保鲜，以及生鲜质量等问题都制约着生鲜市场的空间性，地域性发展，生鲜市场可以借助互联网+的模式解决空间性的问题。因此本文研究将生鲜与互联网进行结合，把生鲜的销售，运输，和质量等问题利用互联网的便捷性和灵活性进行解决。本文研究主要将生鲜与电商行业进行结合来解决生鲜市场的局限性。对于现在的城市白领和家庭主妇来说,去超市或者农贸购物买菜渐渐成为令人头痛的事情，天气不好、工作繁忙、交通堵塞、排队结账等。生鲜电商则能为这部分人减少不少买菜的时间。而且这部分顾客规模扩大、购买力强、对生活质量要求高，同时对价格的敏感度相对较低。并且生鲜电商面对的整个市场需求是刚性的，每一年人们在生鲜食品的支出也是比较固定的，因此生鲜电商食品行业可以考虑如何在这个市场里分一块属于自己的蛋糕，通过研究生鲜电商食品行业市场中出现的问题，并通过进行统一的专营物流运输，能够降低生鲜运输风险和成本并保障生鲜产品的品质。通过采用线上平台的销售，能大大增加生鲜企业的经营利润，同时对生鲜运输过程中的冷链环节提出建设性的意见。由于目前国内生鲜市场并没有形成一定的规模，应该对相应的管理部门提出监督管理的意见，做到生鲜能够保质保量的送到用户手中。关键词：互联网+；线上平台；团购模式；运输成本附录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.译文国外生鲜电商发展模式探析PeterJames生鲜农产品电子商务（简称生鲜电商），是指以电子商务手段在互联网上直接销售生鲜农产品，如新鲜果蔬、生鲜肉类等。现代社会的工作、生活节奏日益加快，都市上班族很难抽出时间购买新鲜食材，生鲜电商的出现在一定程度上满足了其消费需求，是具有巨大潜力的新兴产业。近年来，随着中国电子商务环境的不断成熟，生鲜电商发展势头良好，交易总量持续攀升，发展前景广阔。但由于保鲜、物流等基础设施和传统消费观念等因素的制约，生鲜电商在与传统农产品销售模式的竞争中还处于劣势，需要从供应链、物流体系、营销模式等方面做大做强。１ 国外生鲜电商的运营模式国外生鲜电商运营模式大致分为以下４种：O2O模式、C2B模式、B2C＋O2O模式、纯平台模式，具有不同的特点、优势和风险。日本生鲜电商Cbird公司是O2O模式的典型代表，通过整合农户和消费者资源，建立了农户与消费者之间的交易平台，其服务对象主要是东京地区的家庭主妇。消费者通过公司网站可以从60个农户手中购买种类丰富的生鲜农产品，网站除了向消费者展示各种生鲜农产品的图片外，还对生产地、种植方式、营养方案等进行介绍，增加了消费者对产品的了解。同时，Cbird公司每月在东京涩谷地区举办一次集市，为消费者创造与农户面对面的购物环境，有利于消费者了解生鲜农产品的生产环境及过程。这种从生产者直接到消费者的经营模式，保证了其所出售的生鲜农产品的质量安全，减少了中间流通环节，使产品具有较大的价格优势。美国生鲜电商LocalHarvest公司也是连接中小农场、CSA农场和消费者的垂直电商网站。Local-Harvest为消费者汇集了本地农场的生鲜农产品信息，消费者通过地图检索系统能够便利地选购本地农产品，增强了消费者购买本地农产品的意愿，一方面保证了产品的新鲜度，另一方面有效降低了物流成本。对消费者而言，Local-Harvest除了提供在线购物服务外，还积极组织消费者到农场参观考察，参与农业实践活动，让消费者获得亲近自然的愉快体验，更重要的是增强了农产品的透明度和可信度。对加入网站的农场，Local-Harvest提供了收费管理软件。２ 中国生鲜电商的发展策略2.1优化供应链由于中国地域广阔，从事农业生产的人数众多，加上种养观念、生产流程和产品标准不统一，生鲜农产品供应链源头的质量难以控制，这是中国农产品质量安全事故频发的原因之一。因此急需整合供应链源头，各个生鲜农产品供应商应尽可能地缩短供应链，减少代理商和加工厂商，使供应链扁平化，以便加强对农产品质量的控制与管理。2013年中央１号文件指出“鼓励和支持承包土地向专业大户、家庭农场、农民合作社流转