Research On The Operation Strategy Of Urban Fresh Food E-commerce

2012 was known as the initial year of Fresh Food E-commerce in China.Chinese well-known e-commerce companies have laid out their online sales of fresh products one after another,including Tmall,JD and YHD.Among the vertical e-commerce companies of fresh food,Fruit Day,TooToo,Womai,Benlai and some others have also shown a trend of vigorous development.During 2013 to 2015,the capital market was strongly sought after by fresh food e-commerce,which has led to the early completion of the initial market layout in the central city of most fresh food e-commerce companies.However,at the beginning of 2016,with Amazon ' s investment of US$20 million,Yummy77 suddenly bankrupted.Such a fresh e-commerce giant survived in Shanghai for less than three years,which gave China's fresh food e-commerce business a wake-up call.With the arrival of the cold winter of capital market,fresh food e-commerce companies who based on the development of central cities gradually disappeared from major media in 2016.In this thesis,the author is mainly focused on the actual difficulties and outstanding problems in the implementation of S company's development strategy.It draws on the development model of excellent companies in the domestic and international fresh food e-commerce industry,and uses the case analysis method to conduct a comprehensive analysis of S company's current operating strategy.In view of the fact that the fresh food e-commerce companies has implemented diversified operating strategies and brought different resources and development paths,this article only extracts a small number of companies with similar development backgrounds for comparing and analyzing.This article uses literature research method,case study method,comparative analysis method and other methods,based on the theory of platform economy,business model,industry life cycle,etc.researching on S Company's operational strategy.Analyzing the operating environment of S company from the macro environment,industry environment and competitiveness structure,and analyzing the operation status of S company with SWOT analysis method,this thesis propose the operation optimization strategy of S company,mainly including logistics optimized operation mode,asset-light operations,diversified operations,product branding,product standardization,and cost control to enhance the operating efficiency of S company.