Analysis Of Business Model Elements And Optimization Strategy Of "Fresh Legend"

In recent years,the fresh food market has developed rapidly.In 2018,the national fresh food retail market reached 1.91 trillion yuan.It is estimated that by 2020,the fresh food retail market will exceed 2.3 trillion yuan.A large number of Chinese e-commerce enterprises have poured into this sector,which is regarded as a blue sea for the development of e-commerce.For example,Tmall fresh supermarket of alibaba group,jingdong group's jingdong home,suning group's su xiansheng and so on are all developing the fresh retail business of our company.Through the continuous mergers and exits between enterprises,the industry concentration degree is gradually rising,and the industry enters the stage of transformation and upgrading.The development goal of fresh food enterprises is to meet the needs of consumers for high-quality fresh products from different producing areas.Different from industrial products on the assembly line,fresh food products have high transportation costs and great difficulty in keeping fresh,which greatly increase the difficulty of operation of enterprises.Business model is an enterprise through the integration of internal and external resources to form a unique enterprise operating mechanism and management model,by meeting the needs of users,the product value to provide customers,gain profits and continue to develop.For the development of fresh retail industry,the design of business model is very important.Therefore,it is very necessary for fresh enterprises to study the elements of business model,find the business model suitable for the enterprise in the process of development and continuously optimize it according to the actual situation.In the first chapter,the research background introduces the development of fresh food in China and the development of fresh food in communities,and then introduces the significance and research methods of this topic.The second chapter mainly introduces the concept of business model,research status at home and abroad,components and common business model models,and lays a theoretical foundation for the subsequent analysis of the case of enterprise "fresh legend" through sorting out the relevant academic research results.The third chapter introduces the case of the enterprise in detail,mainly from the fresh legend entrepreneurial background and the initial stage,development stage and transition stage of the development of the two major aspects of fresh legend.Chapter four studies the business model elements of "fresh legend" in terms of target consumer group,product selection,value proposition,channel strategy and customer relationship maintenance.In the fifth chapter,the author found several problems in the development of fresh legend and promoted the standardization of products by enhancing the awareness of standards.Product quality traceability,simple and direct understanding of the product situation;Strengthen regional cooperation and build regional cold chain logistics network;Strengthen market research,improve the shopping experience of consumers and other aspects of the fresh legend business model optimization strategy.In the sixth chapter,the conclusion of this paper is drawn through analysis,and the prospect of the future development of the enterprise is put forward.