Research on the Marketing Model of Fresh E-commerce in China: model, Dilemma and Outlet

Abstract

Fresh electrical contractor to deal with fresh consumption plays an important role in "the last kilometer" problem, fresh electricity industry in China has experienced exploration stage start, rapid development, transformation and upgrading of three phases, formed including traditional mode, the "home" mode, "home + to shop" mode, "the ark" community group purchase mode and mode, many marketing pattern. But, the shortage of profit, supply chain management and food safety management in the marketing process of fresh e-commerce is serious problems. In the period of stock game, fresh e-commerce needs to transform its operation mode and improve marketing efficiency from many levels, including the construction of integrated industrial chain, the improvement of cold chain logistics quality, and the enhancement of scientific and technological service capacity.