基于科技创新的盒马鲜生运营模式探讨

基于科技创新的盒马鲜生运营模式探讨

摘要

“盒马鲜生”隶属阿里巴巴集团，是对实体超市业务的一种全新设计。创造性的把线上线下结合在一起，被业界认为会改变传统的超市经营方式、扭转生鲜行业的市场竞争局面。和原有的超市经营活动相比，“盒马鲜生”线下实体店的创新点在于体验式消费。这种新鲜的体验式消费，解决了年轻上班族的吃饭问题，是对“家庭厨房”的革命。“盒马鲜生”依托线下实体店，进行快速配送，确保了产品更新鲜，购物模式更方便，且实体店“所见即所得”，会对线上购物更加信赖。

“盒马鲜生”运营模式的持续发展，主要在于运用科技创新为“盒马鲜生”运营注入新活力，本文基于科技创新、新零售、盒马鲜生定义，首先分析了传统零售业的问题现状，然后通过以“盒马鲜生”为例，基于科技创新的“盒马鲜生”为零售业带来了新的展望。最后提出“盒马鲜生”新零售运营还存在的问题，包括供应链支撑问题，经营亏损问题，品质保证问题，持续发展问题。

关键词盒马鲜生；新零售；科技创新；运营模式

Probe into the operation mode of box horse fresh life based on scientific and technological innovation

ABSTRACT

Box Ma Xiansheng is the Alibaba investment "new retail" project. The innovative fresh retail management model is considered to "subvert the traditional supermarket" and "change the competitive pattern of fresh and fresh industry". Compared with the traditional retail supermarket, the innovation of the physical store below the line is experiential consumption. This fresh experience of consumption, solved the problem of young workers to eat, is the "family kitchen" revolution. "Box Ma Xiansheng" relies on the physical store below the line, carries on the quick distribution, guarantees the product fresher, the shopping pattern is more convenient, and the physical store "see is what get", will be more reliable to the on-line shopping.

The sustainable development of box horse fresh life operation mode mainly lies in injecting new vitality into box horse fresh life operation with science and technology innovation. Based on the definition of science and technology innovation, new retailing, box horse freshness, this paper first analyzes the current situation of traditional retailing. Then, by taking box Ma Xiansheng as an example, the box horse based on technology innovation brings a new prospect to the retail industry. Finally, the paper puts forward the problems existing in the new retail operation, including supply chain support, operating loss, quality assurance and sustainable development.

Keywords box horse fresh；new retail；technological innovation；operation mode.

目录

摘要......................................................................................................... I ABSTRACT.............................................................................................. I I 1 绪论 (1)

1.1 研究背景 (1)

1.2 研究目的和意义 (1)

1.3 研究思路和内容 (1)

2 传统零售业的问题现状 (2)

2.1 经营成本居高不下 (2)

2.2 消费体验差，服务质量不高 (2)

2.3 供应链物流体系问题突出 (2)

3 基于科技创新应用的盒马鲜生 (3)

3.1 相关概念 (3)

3.1.1 科技创新 (3)

3.1.2 新零售的含义 (3)

3.1.3 盒马鲜生 (3)

3.2 盒马鲜生的新零售状况 (4)

4 APP的应用降低运营成本 (5)

5 O2O的高度融合 (7)

5.1 O2O电商模式 (7)

5.2 O2O电商模式的特点 (7)

5.3 O2O的高度融合提升消费体验和服务质量 (7)

6 数据推动流转 (12)