分类号 密级
U D C学校代码 10500
硕士学位论文
题目 “互联网+”背景下连锁超市生鲜运营模式的研究
——以永辉超市为例
英文题目 Fresh Operation Mode Research of Supermarket under the
Background of “Internet+”—Take Yonghui supermarket
as an example
研究生姓名（签名） 田 园
指导教师姓名（签名）何 艳 职 称副教授
申请学位学科名称工商管理 学科代码1251
论文答辩日期20180519 学位授予日期20180611
学院负责人（签名） 刘升福
评阅人姓名卢洁琼 评阅人姓名张予川
2018 年 6 月 11 日
学位论文原创性声明和使用授权说明
原创性声明
本人郑重声明：所呈交的学位论文，是本人在导师指导下，独立进行研究工作所取
得的研究成果。除文中已经标明引用的内容外，本论文不包含任何其他个人或集体已经
发表或撰写过的研究成果。对本文的研究做出贡献的个人和集体，均已在文中以明确方
式标明。本声明的法律结果由本人承担
学位论文作者签名： 田园 日期：2018年6月 11日
学位论文版权使用授权书
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用影印、缩印或扫描等复制手段保存和汇编本学位论文
学位论文作者签名：田园 指导教师签名：何艳
日期：2018 年 6 月 11 日日期：2018年6月11日
I
摘要
连锁超市经营生鲜产品已经历时近二十个年头，但因其特殊的属性，在以百
货为主要业态的超市中所占的规模一直较小。在当前互联网时代下，随着人们生
活质量的不断改善，其消费理念及消费习惯发生了巨大改变，与生鲜产品相关的
消费观也出现明显变化，超市已成为生鲜产品经营的必要渠道和主要阵地
永辉超市的成立源于“农改超”，使其具备了生鲜产品的资源优势，并形成
了独具特色的生鲜运营模式。在近两年传统零售业遭遇电商平台冲击导致整体经
营惨淡的情况下，永辉超市不断创新，营业额借助“互联网+”实现了大幅度的上
涨。本文将理论与实践相结合，以连锁超市为研究对象，以其在“互联网+”背景
下生鲜特色运营模式为主要研究内容。论文首先介绍研究背景与意义、研究框架、
研究的创新与不足以及相关的基本概念论述。其次分析了连锁超市生鲜的传统运
营模式及由此面临的挑战。接下来重点探究了“互联网+”背景下连锁超市生鲜运
营模式的发展，并以永辉超市为例，介绍其基本运营情况，分析了永辉超市生鲜
的传统和“互联网+”背景下的运营模式，在此基础上进一步分析永辉超市生鲜运
营模式转型的要素保障。最后由永辉超市延伸到连锁超市行业，提出了连锁超市
生鲜运营模式的发展趋势与对策建议
连锁超市的生鲜特色运营模式已成为传统零售企业、金融资本市场以及学者
关注的焦点。本文的研究，不仅能对目前不景气的传统连锁超市行业的发展提供
思路，而且也能为其它传统行业利用互联网进行转型升级提供借鉴
关键词：互联网+；永辉超市；生鲜电商；运营模式
II
Abstract
Supermarkets chain have been operating fresh products for nearly 20 years, but
because of its special attributes, the supermarket in which the department store is the
main form of business has been small. In the current Internet era, the living standards of
Chinese residents have improved significantly, people's consumption habits and
behavior of fresh products have been changed, supermarkets have become the necessary
channel and main position of fresh products management.
The establishment of Yonghui supermarket originated from the agricultural
reform, which made it have the resource advantage of fresh products, and formed a
unique fresh operation mode. In the past two years, the traditional retail industry
suffered from the impact of e-commerce platform, resulting in the overall poor
operation, Yonghui supermarket innovation, with the help of Internet + to achieve a
substantial increase in sales. This paper combines theory with practice, takes
supermarket chain as the research object, takes its fresh characteristic operation mode
under the background of Internet + as the main research content. The first part of the
paper is to introduce the research background and significance, research framework,
innovation and shortcomings of the research and related basic concepts. Secondly, it
analyzes the traditional operation mode of fresh supermarket and the challenges it faces.
Then it focuses on the development of fresh operation mode of chain supermarkets
under the background of Internet +, and takes Yonghui supermarket as an example to
introduce its basic operation. This paper analyzes the tradition of fresh food in Yonghui
supermarket and the operation mode under the background of Internet +, and on this
basis, analyzes the essential factors of the transformation of fresh operation mode of
Yonghui supermarket. Finally, from Yonghui supermarket to the chain supermarket
industry, proposed the chain supermarket fresh operation mode of the development
trend and countermeasures.
The fresh operation mode of supermarket chain has become the focus of traditional
retail enterprises, financial capital market and scholars. The research in this paper can
not only provide ideas for the development of the depressed traditional supermarket
chain industry, but also provide reference for other traditional industries to use the
Internet for transformation and upgrading.
Keywords: Internet + , Yonghui Supermarkets, Fresh Produce, Operation Model。