Research On The Status Quo And Development Strategy Of Fresh O2O Business Model

Business model is a general term to explain a series of business activities of an enterprise.With the development potential of fresh market being gradually tapped,more and more entrepreneurs join this field.However,many entrepreneurs with strong capital are often frustrated in the fresh market,and the fresh retailers who have been working hard for many years have not achieved a great breakthrough in innovation.The reason is that the target users of the enterprise are not clear,the operation mode is homogeneous and the business model innovation is lacking.Finding the right business model to help new and innovative enterprises improve their competitiveness has become one of the important tasks.The academic research on fresh O2 O model is still in the preliminary stage,and few literatures describe the characteristics of fresh O2 O model comprehensively and systematically.Therefore,this study deeply explores the characteristics of different fresh O2 O business models,hoping to enrich the research on fresh O2 O model and strengthen the entrepreneurs' understanding and understanding of business models.In order to explore the characteristics of different fresh O2 O modes,firstly,this study extracted key words about fresh e-commerce O2 O mode from a large number of literatures and commercial articles,and divided fresh O2 O mode into three seed modes by means of text mining.Secondly,combined with case analysis,this study summarizes the business model elements and connotations of the three seed models from six cases by means of open coding and axial coding.Finally,according to the actual problems of the enterprise to put forward development Suggestions.According to the keyword characteristics of different categories,this study named them as experience center,distribution center and traditional upgrade.The experience center is characterized by data-driven experiential marketing,which continuously mines user data to label different categories of consumers.Experience-centered enterprises should set different value proposition forms and customer management methods for consumers with different labels,and continue to explore diversified consumption scenarios in the future to expand the market scope.Distribution center is characterized by fast and efficient delivery services,with "community" as the target user label.Distribution center-type enterprises should set up distribution centers step by step according to consumers' convenient and quick needs,and raise operating barriers based on logistics service innovation in the future.The traditional upgrading mode simply combines e-commerce and fresh food fields,emphasizing the efficiency of the long tail market and supply chain.However,the unclear relationship between value proposition and target customers and the imbalance between core resources and value proposition will affect the normal operation of the business model,which should be gradually adjusted to fine operation in the future.