生鲜O2O线下要素作用及其运营规律探析

生鲜O2O模式的兴起对于互联网时代农产品销售的模式创新产生了推动作用,对解决“三农”问题、促进我国农村商业经济升级转型具有积极意义。本文对生鲜O2O质量预期、配送效率预期与O2O模式接受度及重复购买意愿之间的关系进行实证分析,提炼生鲜O2O的关键经营策略。研究表明,质量预期是消费者对O2O模式接受度的首要影响因素,而配送效率预期是消费者对O2O价格接受度的首要影响因素,生鲜产品质量对价格接受度有重要影响,以上关系可以看出产品质量对于模式本身的认可是最重要的,只有优中选优的生鲜产品才能用来网上销售,唯有如此才能获得网购者对高于实体店价格与O2O模式的认可;只有用高于实体店的价格买到实体店中优中选优的生鲜产品,让网购者感到物有所值,这样的O2O模式才能够生存发展并逐步兴隆起来。网上营销的“优中选优”定律可为生鲜O2O模式构筑起足以支撑其发展壮大的比较优势。

An Analysis of the Function of Offline Elements of Fresh O2O and Its Operation Rules

The rise of fresh O2O model has promoted the innovation of agricultural product sales model in the Internet era,and has positive significance for solving the“three rural”problems and promoting the upgrading and transformation of rural commercial economy in China.This paper makes an empirical analysis of the relationship among the quality expectation,distribution efficiency expectation,O2O model acceptance and repeated purchase intention,and extracts the key management strategies of fresh O2O.The research shows that the quality expectation is the primary influencing factor of consumers′acceptance of O2O model,while the distribution efficiency expectation is the primary influencing factor of consumers′acceptance of O2O price,and the quality of fresh products has an important influence on the price acceptance;from the above relationship,we can see that the recognition of product quality to the model itself is the most important,and only the best fresh products can be used for the Internet only in this way can online shoppers recognize the price higher than the physical store price and O2O mode;only by using the price higher than that of the physical stores to buy the best fresh products in the physical stores,can online shoppers really feel the value for money,so that O2O mode can survive and develop and gradually prosper.The law of“selecting the best among the best”in online marketing can build a comparative advantage for the development of fresh O2O mode.