摘要如今生鲜电商发展愈发迅猛。极大的生鲜市场潜力吸引着大量资金的流入，但是由于生鲜产品的特性，与其发展过程中受物流、资金流、信息流等多种要素影响，虽然有着极大的利润，却也因此面临着诸多的风险和不确定性。因此深入研究生鲜电商的风险并提出应对措施来规避风险，对于生鲜电商的发展，团购中的消费者、组织者、以及背后的供应商三方实现利益最大化和整体利益平衡具有非常重要的意义，同时这也会大大有利于中国生鲜电商的健康稳定发展。71721

本文共分为五个部分。首先，介绍了生鲜电商的基本概念与基本理论，并且对风险有一个了解；其次，分析生鲜电商的发展现状；集中分析总结了当今生鲜电商所存在的若干风险问题；接着，总结并着重举例提出应对这些风险问题历来生鲜电商采取的诸多应对策略与应对措施，最后，在已有策略上提出优化建议，促使中国生鲜电商尽可能的安全稳定的发展。

毕业论文

关键词：生鲜电商；风险；应对策略

Abstract

Now，the development of fresh E-commerce’s is growing rapidly. Great fresh market potential attracts capital inflows, but due to the nature of fresh products, and its development process of the logistics, cash flow, information flow and so on the many kinds of factors influence, despite its great profits, but also facing many risks and uncertainties. So further study of fresh risk of electricity and put forward measures to avoid risk, to the development of fresh electricity, group purchase of consumers, organizers, and behind the suppliers to achieve maximum interests and overall interests balance has very important significance, it will greatly contribute to the healthy and stable development of China's fresh electrical contractor.

This article is pided into five parts. First of all, introduces the basic concept of fresh electricity and basic theory, and have a knowledge of the risk; Second, analyzing the development of the fresh electricity; Centralized analysis summarized today's fresh some risk problems existing electricity; Then, summarizes and emphasizes examples on dealing with these risks has fresh electricity for many strategies and measures, finally, the Suggestions on the existing strategy, prompted China's fresh electricity-commerce as much as possible the development of the security and stability.

Keywords: Fresh E-commerce  Risk  Strategies

目 录

1 引言 5

1.1 选题背景及意义 5

1.2 研究内容 5

1.3 创新点 5

2 文献综述 6

2.1 生鲜电商 6

2.1.1 生鲜电商的定义 6

2.1.2 国内外对生鲜电商的研究 6

2.1.3 总结 6

2.2 风险 6

2.2.1 定义 6

2.2.2 风险的分类 6

2.2.3 风险的产生原因 7

2.2.4 风险的应对措施 7

3 基于社交媒体的生鲜电商的现状与风险 7

3.1 生鲜电商的发展现状 7

3.1.1 我国生鲜电商的发展现状 7

3.1.2 社交媒体对生鲜电商的作用