摘要
2020年,受大环境影响,加速了社区团购行业的发展,互联网巨头纷纷加大对社区团购布局。随着政策的不断收紧和规范,2021年下半年,社区团购赛道分化严重,各平台竞争十分激烈。自2022年3月起,生鲜平台呈现下载量爆发,再次将人们的视线拉回到社区团购模式。文章首先概述了生鲜社区团购模式的含义及特征,接着基于波特五力模型对生鲜社区团购模式的竞争态势展开详细分析,最后给出一些现阶段生鲜社区团购模式的竞争策略,以期促进生鲜社区团购模式未来的发展及变革。
In 2020,the development of community group purchase industry will be accelerated due to the impact of the great environment,and internet giants have increased the layout of community group buying.With the continuous tightening and standardization of policies,in the second half of 2021,the differentiation of community group buying tracks was severe,and competition among various platforms was very fierce.Since March 2022,the fresh food platform has experienced an explosion in download volume,once again bringing people's attention back to the community group buying mode.This paper first outlines the meaning and characteristics of the fresh community group buying model,then analyzes the competitive situation of the fresh community group buying model in detail based on Porter's Five Forces Model,and finally gives some competition strategy of the fresh community group buying model at this stage,in order to promote the future development and reform of the fresh community group buying model.
作者
王玮
Wang Wei(Jiangsu Vocational Institute of Commerce,Nanjing,Jiangsu,211168)
出处
《市场周刊》
2023年第12期50-54,85,共6页
Market Weekly
基金
江苏高校哲学社会科学研究基金项目(项目编号:2022SJYB0790)
江苏省高等教育学会“十四五”高等教育科学研究规划课题(项目编号:YB068)
江苏经贸职业技术学院科学研究项目(项目编号:JSJM21017)
“江苏高校‘青蓝工程'”资助(苏教师函[2021]11号)
“江苏经贸职业技术学院‘杰出青年'”资助(经贸人[2020]5号)。
关键词
生鲜电商
社区团购
波特五力模型
竞争策略
新零售
fresh e-commerce
community group buying
Porter's Five Forces Model
competition strategy
new retail
