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摘要近几年来，随着电商各个领域的逐渐成熟，生鲜电商市场所隐藏的潜力正被认可和挖掘。并成为了行业竞相争取的一个新领域。但是，由于生鲜商品存在产品标准化低、物流成本高、难以保存且运输耗损大等缺点，其中的供应链管理问题已经成了目前生鲜电商所面临的一个巨大的瓶颈。46966
因此本文首先通过对比分析三类生鲜电商平台的供应链管理的具体化差异，从生鲜电商供应链包括供应商、制造商、运输商、零售商、及最后的消费者各个过程中所遇到的问题分析，提出合理化的建议。分析我国生鲜电商供应链管理中存在的各个类型的风险，并且通过问卷调查，了解到消费者在网上购买生鲜产品过程中所顾虑到的问题以及购物体验中不满意的经历，来具体分析电商电商企业供应链管理过程中遇到的问题。最后，通过分析国外的AmazonFresh和Famigo的案例，了解到国外现阶段生鲜电商供应链管理所运用的模式。同时，以国内具有参考意义的垂直化B2C电商平台--沱沱工社具体分析出特色化服务与其他平台相比具有的优势及参考性价值。最后，本文提出了生鲜产品的电商服务可能会以一体化发展模式，产地直销模式，以销定产的预售模式等各类创新的模式下进行长远的发展。
Abstract：•Recently, the potential of the online fresh market has being accepted and excavated. its being an competitive new part of online market afterwards the book, digital products and general merchandise. But,the low product standard, high logistics cost, short shelf life and high shrink in transfer are the great challenge for online fresh market.
•The essay provide reasonable suggestions after compare and analysis the specific differences of the 3 cartages fresh products in supply chain management, and the challenge in supply chain(including vendor, manufacturer, Forwarding Agent, Retailer and terminal customers), to find out the various risks in Supply Chain Management, knowing the customers’ concerns in online fresh Purchasing and unsatisfied shopping experiences according to survey, to figure out the management vulnerability in online supply chain. At last, analysis and imitate the experience of the abroad special case(AmazonFresh and Famigo),knowing the process of the abroad online market management Schema. Meanwhile, use the Domestic B2C Platform-Tuotuo work community, which have high referable value, to find out the characteristic service, competitive advantages. At last, the fresh online service would develop to integration Schema, direct sale from the original Schema, and pre-sale Schema, which have various Schema and have long term growth.
毕业论文关键词：生鲜产品； 冷链物流； 供应链； 瓶颈；风险管理
Keyword: Fresh Product； Clod chain； Supply Chain； Challenge；Venture Management
目录
第一章 引言 4
1.1研究背景和意义 4
1.2 研究内容 5
1.3 研究方法 5
2.1 关于供应链管理的研究 6
2.2 关于生鲜电商及其供应链管理的相关研究 7
2.3 生鲜电商供应链管理的风险研究 8
2.4 国内外研究存在的问题 8
第三章 生鲜电商供应链管理现状分析 9
3.1 三类平台的区别 9
3.1.1 垂直型B2C生鲜电商企业 9