摘要摘要
近年来随着移动互联网络技术与智能手机的发展普及，我国电子商务的
发展进程进一步加快，并快速渗透到各个传统行业，悄然改变了人民的生活
及消费习惯，以及企业之间的贸易方式。其中，B2B 电子商务因为交易规模
大，客户相对集中等特点受到了广泛关注。艾瑞预测未来几年中国中小企业
B2B 电子商务市场营收增速仍保持在 20%以上，预计 2018 年营收规模将接
近 540 亿元。食材 B2B 电子商务是一个传统的农产品供应链与 B2B 电子商
务相结合的新兴领域，被视作电子商务最后的市场蓝海。然而，目前该领域
的发展总体停留在交易撮合的初级阶段，商业模式同质化严重，对行业的渗
透率也较低

论文首先描述分析了近年来国内餐饮行业、农产品流通产业链现状以及
食材配送电商的发展历程，阐述了食材配送行业广阔的市场空间以及食材供
应链亟待优化的诉求，引入研究对象与目的。接下来对电子商务概念和商业
模式的理论进行梳理，总结了财务论、交易论、组织论与价值创造论 4 种理
论，概要梳理了国内外对商业模式的研究现状，总结出价值创造理论的六个
关键要素：企业定位、业务系统、关键资源能力、盈利模式、现金流结构、
企业价值。然后，论文总结了 B2B 食材电商的发展现状和商业模式类型，
并对两种模式进行了比较分析，而后介绍了核心企业的发展情况，预测了行
业发展趋势。最后，论文基于商业模式构成的相关理论、交易成本理论、供
应链整合理论、渠道功能及整合理论、产品层级模型等研究成果，对美菜网
的商业模式进行了深入分析和思考，在企业定位及实现、业务系统构建、关
键资源和能力加强、盈利模式设计和现金流结构优化等方面提出了相应的建
议。论文认为美菜应该转型成为专业型的餐饮食材采购及服务机构，对供应
链和渠道进行整合，逐步实现物流、信息流、资金流、商流和促销流的一体
化。B2B 食材电商商业模式研究——以美菜网为例论文研究发现，随着市场经济体制进一步完善，“互联网+”创新创业热
潮的持续，中国食材 B2B 电子商务领域的发展潜力仍然巨大，但后续产业
结构整合及调整的力度将继续加大，企业需要尽快从初级的交易撮合者成长
至专业性的食材采购及配送服务机构，完成整体生态系统的构建和价值网络
的编织，实现各相关利益者的价值最大化。同时，在行业的发展初期和未来
的整个发展过程中，企业应该秉持不断优化和调整商业模式的原则，顺应行
业的发展趋势，基于客户价值需求的细化和升级，做好长远规划，提前布局，
灵活应变，方能在即将到来的新的竞争形势下处于有利地位

本文希望通过对整体行业情况的总结、梳理，以及对代表性案例美菜网
的深入研究分析，能够给予食材 B2B 领域的相关企业一些启示和参考，也
希望在企业的共同努力和引导下，使行业保持健康的发展态势和创新动力，
切实改变我国农产品供应链的落后现状

关键词：电子商务 商业模式 食材配送AbstractAbstract
With the development of mobile internet and smart phone, the e-commerce in
our country has made a great progress, and penetrated to every aspect of the
traditional industry and changed the life and behavior of the consumers, as well as
the term of trade between the enterprises. Within all these changes, the B2B
e-commerce attracted more attention because of the huge scale and concentrated
customers. I-research predicted the revenue income of B2B e-commerce among
the small business in China would keep on growing with the rate beyond 20%, so
the total revenue would be almost 54 billion RMB in 2018. Food ingredients
e-commerce is an emerging market which derived from traditional agriculture
products supply chain and B2B e-commerce, and is considered as the last blue
ocean in e-commerce. However, this market is still in its initial phase, the business
mode has a high degree of homogenization, and the penetrate rate to the industry is
still very low.
Firstly, this paper analyzes the current status of catering industry, agriculture
product chain and the development history of food ingredients e-commerce
delivery, describes the huge market of food ingredients delivery and the appeal to
optimize the food ingredients supply chain, and introduces the study object and the
purpose of this article. Then this paper clarifies the concept of e-commerce and the
method of business mode, sum up the 4 theories of financial, trade, organization
and value creation, combines the current study of business mode domestic and
abroad briefly, and summarizes six key factors of value creation theory: enterprise
positioning, production system, key resource capability, profit model, cash flow
structure and enterprise value. Then this paper introduces the present situation and
business modes of B2B e-commerce on food ingredients, analyses and compares
the two business modes, briefly introduces the development of the core enterprises,
forecasts the development trend of the industry. Finally based on the theory of
business model, trade cost, supply chain consolidation, channel function andThe Study of E-Commerce Business Mode on B2B Food Ingredients Industry----Take Meicai for Exampleintegration and product layer modeling, this paper analyses MeiCai’s business
model comprehensively, and gives suggestion on enterprise’s position, business
system setting up, key resources and capability enhancement, profit model design
and cash flow structure optimization. This paper considers that MeiCai should be
transformed to a professional catering food ingredients procurement and service
organization, consolidate supply chain, integrate channel, and finally implement
business flow, commodity flow, information flow, cash flow, promotion flow work
seamlessly.
This paper unveils that with the perfection of market economic system, the
wave of “Internet plus” will continue, the potential of food ingredients B2B
e-commerce is great, but the sub sequential industry structure adjustment and
consolidation should be strengthened, the related enterprises need the
transformation from low level trade maker to a professional food ingredients
procurement and delivery organization for the purpose of completing the buildup
of the ecosystem and value network, achieving the profit maximization of the
stakeholders. Meanwhile, during the early stage and the future development of this
industry, the company should optimize and adjust business mode to adopt the trend
of the industry, based on the customer’s detailed requirements and promotion, plan
the future, think ahead and adopt the change, so the company can occupy a good
position within the new competition.
This paper hopes to give some inspiration and reference to the food
ingredients B2B players by summarizing the industry and the comprehensive study
of the leading company MeiCai, and it also hopes to keep the industry developing
healthily with energetic innovation and to change the backward situation of farm
products supply chain practically via all the market participants’ efforts and
guidance.
Keywords: e-commerce; business mode; food ingredients delivery目 录目 录
1 绪论 ....... 1
1.1 研究背景 .. 1
1.1.1 国内餐饮行业发展情况.......... 1
1.1.2 农产品流通产业链现状.......... 2
1.1.3 食材配送电商发展历程.......... 4
1.2 研究对象和问题 ........ 5
1.3 研究目的和意义 ........ 6
1.4 研究方法及思路 ........ 7
本章小结 ...... 8
2 文献综述 ... 9
2.1 B2B 电子商务概念 ...... 9
2.2 商业模式定义 ......... 10
2.3 国内外商业模式研究 ... 12
2.3.1 国外对商业模式的研究......... 12
2.3.2 国内对商业模式的研究......... 13
2.4 论文相关概念定义 ..... 15
本章小结 ..... 17
3 B2B 食材电商发展情况 ... 18
3.1 行业发展现状 ......... 18
3.2 商业模式类型 ......... 21
3.2.1 自营模式......... 21
3.2.2 平台模式......... 23B2B 食材电商商业模式研究——以美菜网为例3.2.3 模式对比......... 25
3.3 核心企业情况 ......... 27
发展历程......... 27
融资情况......... 28
3.3.3 面临困境......... 29
3.4 行业发展趋势 ......... 31
本章小结 ..... 31
4 美菜网商业模式优化与对策建议 ....... 32
4.1 企业定位 . 32
4.1.1 企业业务.
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