新零售模式下盒马鲜生的供应链研究

摘要

新零售模式的核心是提升用户体验度，实现数字化。盒马鲜生供应链主要以坚持原产地直采＋直达＋溯源采购模式、智能化数字化供应链体系、前置仓的方式实现线下线上深度整合，给消费者带来全新的购物体验。当今随着互联网的发展生鲜行业面临着新一轮的变革，对生鲜供应链行业提出了更高的要求，生鲜供应链要求以更短、精、快、低成本结构，更靠近消费者，降低库存，快速反应客户需求。

本文对盒马鲜生的案例进行了分析，通过细化研究的内容，拓展研究的范围，对新零售模式下盒马鲜生的供应链开展了研究，为我国其他生鲜电商的发展提供了借鉴。

关键词：供应链；新零售；盒马鲜生

Abstract

The core of the new retail model is to improve the user experience and achieve digitization. Hema fresh supply chain mainly realizes in-depth offline and online integration by adhering to the mode of direct purchase of origin + direct purchase + sourcing procurement, intelligent digital supply chain system and pre-warehouse, bringing new shopping experience to consumers. Nowadays, with the development of the Internet, the fresh food industry is facing a new round of reform, which puts forward higher requirements for the fresh food supply chain industry. The fresh food supply chain requires a shorter, more precise, faster and low-cost structure, closer to consumers, lower inventory, and rapid response to customer demand.

This paper analyzes the case of hema fresh produce, and studies the supply chain of hema fresh produce under the new retail mode by refining the research content and expanding the scope of the research, providing reference for the development of other fresh food e-commerce enterprises in China.

Keywords: supply chain; The new retail; Box Ma Xian raw

目录

绪论1

（一）研究背景1

（二）研究价值1

（三）研究思路2

一、理论基础与发展现状3

（一）盒马生鲜简述3

（二）供应链简述3

（三）发展现状4

二、盒马鲜生供应链存在的问题4

（一）从“门店即仓”模式无法满足扩张需求4

（二）扩张以后采购成本提高5

（三） 自建物流体系成本偏高5

（四） 单店线上客户规模受限6

三、盒马鲜生供应链优化对策方案6

（一）沉入中小城市6

（二）建立中心仓库满足扩张、打造社区生态圈6

（三）降低中小城市采购成本、优化对双线订单的配送模式7

（四）减小物流成本、多业态模式7

（五）增加线上服务能力7

结论8

参考文献9