盒马鲜生营销思维.ppt

盒马鲜生模式的特殊之处 1、生鲜是切入口 2、餐饮提高消费频次，且毛利高。 3、线下体验，线上消费，增加坪效。 4、前置仓，满足快速高频次的消费节奏 5、客单价高可以覆盖外送费。 我们到底能向盒马鲜生学什么？ 坪效极限： 传统交易结构的天花板 顶层设计： 被门店武装了的生鲜电商 “吃－转－送”三步法： 重新定义门店消费者获益： 商业变革的第一推动力 谢谢观看 盒马鲜生带给您全新的生活方式 浅析盒马鲜生供应链管理 随着信息时代的到来， 社会经济以及科学技术的发展， 电子商务也开始高速发展. 这给民众的生活带来了更多的便利和服务。 但事实上， 在互联网的普及之下， 线下实体店的问题也不断的开始显露出来。 比如线上购物的购物体验比不上线下购物、 线上购物的服务质量也没有线下实体店购物的服务质量完善。 同时，人们开始对生活品质的要求越来越高。 于是发展线上线下和物流结合的新模式成为必然趋势。 本文主要从盒马鲜生的供应链问题进行分析， 对生鲜市场的特点和盒马鲜生的经营现状分析。 从供应链管理的内容出发， 其中包括采购、 预测、 库存管理、计划等环节， 找出供应链环节中出现的问题。 在当下的物流流程管理中， 其主要的缺陷有以下内容： 信息不能高效准确对接， 服务质量的还需优化， 供应链技术水平低等方面， 这也是盒马鲜生供应链管理上的三个主要缺陷。 最后， 由于我国冷链的技术基础差， 起步晚的现状， 导致跟不上现如今用户对生鲜的品质需求等问题。 面对这个问题， 如何优化供应链也是重中之重。 浅析盒马鲜生供应链管理 关键词： 盒马鲜生 供应链 新零售 Abstract With the arrival of the information age, the development of social economy and science and technology, e-commerce also began to develop rapidly. This brings more convenience and service to the peoples life. But in fact, under the popularity of the Internet, the problem of offline physical stores is also constantly beginning to emerge. For example, the online shopping experience is not as good as offline shopping, online shopping service quality is not as good as offline physical store shopping service quality. At the same time, people began to demand higher and higher quality of life. So the development of online and offline and logistics integration of the new model has become an inevitable trend. This paper mainly analyzes the supply chain problems of box horse fresh, analyzes the characteristics of the fresh market and the current situation of box horse fresh. 浅析盒马鲜生供应链管理 From the content of supply chain management, including procurement, forecasting, inventory management, planning and other links, to find out the problems in the supply chain link. In the current logistics process management, its main defects are as follows: information can not be efficiently and accurately docked, service quality still needs to be optimized, supply chain technology level is low, which is also