新零售背景下生鲜农产品电商竞争优势、问题及优化策略

随着零售行业的竞争加剧,传统零售模式受到巨大冲击,以线上线下物流相融合的新零售模式应运而生,为生鲜农产品电商发展提供了坚实基础。尽管新零售模式下生鲜农产品电商竞争优势明显,但其在冷链物流、产品质量标准及消费者购物体验等环节仍然存在问题。在对生鲜农产品电商发展现状、竞争优势及存在问题进行分析的基础上,提出了优化冷链物流配送体系、加强生鲜农产品质量标准化建设、提高用户场景化消费体验等优化策略。

Competitive advantages,problems and optimization strategies of fresh agricultural product e-commerce under the background of new retail

With the intensified competition in the retail industry, the traditional retail model has been greatly impacted. A new retail model combining online and offline logistics has emerged at the historic moment, providing a solid foundation for the development of fresh agricultural product e-commerce. Despite the obvious competitive advantages of fresh agriculture product e-commerce under the new retail model, there are still problems in cold chain logistics, product quality standards, and consumer shopping experience. Based on the analysis of the development status, competitive advantages, and existing problems of fresh agricultural product e-commerce, this paper puts forward some optimization strategies such as optimizing the cold chain logistics distribution system,strengthening the standardization construction of fresh agricultural product quality, and improving the user’s scenario consumption experience.