摘要经济发展新时期，人们生活水平大大提升，生鲜产品消费比重在所有的食品消费中逐步提升。消费的加大催生了全新的供应链及销售模式，传统的配送模式也在发生着变化。但是生鲜电商在我国尚属于新兴行业，其物流配送仍存在这诸多问题。电子商务背景下，如何构建高效的生鲜产品物流供应链模式，保证生鲜产品在供应过程中物流成本最小化，物流损耗最小化，物流效率最大化成为迫切解决的问题。关键词：电子商务；生鲜配送；冷链物流AbstractIntheneweraofeconomicdevelopment,people'slivingstandardshavegreatlyimproved,andtheproportionoffreshfoodconsumptionhasgraduallyincreasedinallfoodconsumption.Theincreaseinconsumptionhasspawnedanewsupplychainandsalesmodel,andthetraditionaldistributionmodelisalsochanging.However,freshe-commerceisstillanewindustryinChina,andtherearestillmanyproblemsinitslogisticsanddistribution.Underthebackgroundofe-commerce,howtoconstructanefficientsupplychainmodeloffreshproducts,toensuretheminimizationoflogisticscostsinthesupplyprocessoffreshproducts,minimizelogisticslosses,andmaximizelogisticsefficiencyhasbecomeanurgentproblem.Keywords:e-commerce;freshdelivery;coldchainlogistics目录摘要.....................................................IAbstract.................................................II绪论......................................................1（一）研究背景及意义............................................1（二）国内外研究现状............................................11.在供应链分析方面的研究....................................12.在营销策略方面的研究......................................23.在物流发展方面的研究......................................2（三）研究内容与方法............................................2一、生鲜电商及物流配送的理论概述..........................3（一）生鲜产品..................................................3（二）生鲜电商..................................................31.B2C专业化生鲜电商模式....................................32.B2C综合化生鲜电商模式....................................33.O2O社区化的生鲜电商模式..................................34.O2O新零售的生鲜电商模式..................................4（三）电子商务物流配送..........................................4二、生鲜电商的发展现状....................................5（一）生鲜电商行业发展环境......................................51.电商行业剧增..............................................62.网购规模持续增长..........................................73.政策法规逐渐完善..........................................8（二）生鲜电商配送中存在的问题分析..............................81.生鲜产品货损率高..........................................82.配送成本居高不下..........................................83.配送服务水平低，客户不满意度高............................94.冷链物流发展程度低........................................95.配送服务规划不合理........................................9三、案例启示：“盒马鲜生”O2O模式下的物流配送...........10（一）“盒马鲜生”简介.........................................10（二）“盒马鲜生”生鲜配送分析.................................101.盒马模式——仓店一体的双向流量...........................102.本地门店发货——优化配送到家的冷链物流...................103.专业团队——提升配送质量与消费者体验.....................11（三）关于“盒马鲜生”物流配送的思考...........................11四、电商生鲜配送发展问题解决对策.........................11（一）自营+第三方冷链物流..........
