党的十九大报告明确提出实施食品安全战略，确保食品加工来源的食材的健康安 全，是确保食品安全战略的关键。近年来，以互联网为依托的“电商平台”在我国呈 现快速发展的趋势，电子商务因低成本、开放性及互动性强的特点成为企业与消费者 不可分割的一部分，其庞大的市场仍有待挖掘。我国作为世界上人口最多的国家，食 材的安全直接关系到国家发展和社会稳定，如何通过电商平台将材质新鲜、营养丰 富、价格透明的食材展现给消费者，满足消费者的需求是食材供应商、电商平台运营 者以及消费者共同关注的问题。 本文以 91 味道网食材电商平台（以下统称 91 味道网）为研究对象，针对 91 味道 网已经度过创业期，决定扩大规模，构建核心竞争力，优化商业模式，从而在日益变 化的市场环境下始终保持竞争优势。本文的研究内容主要分为六部分，第一，阐述食 材电商平台的发展现状与意义，说明研究的必要；第二，对理论进行梳理，以便为本 文提供理论依据；第三，通过分析 91 味道网的现状及主要问题，指明本文要解决的问 题；第四，对 91 味道网进行内外环境的分析，为研究的客观性与全面性打下基础；最 后，提出针对性的商业模式优化策略，为提高 91 味道网的竞争力提出建议；除此之 外，提出保障措施，夯实 91味道网的发展基础。 通过本文研究，为 91 味道网的商业模式优化提供建议，也为当前面临激烈竞争的 电商平台行业提供商业模式的优化案例，为我国食材电商平台的健康发展提供支持。 关键字，91 味道网；食材电商平台；商业模式；优劣势分析；食材平台优化II Abstract The 19th Communist Party of China National Congress propose the Food safety is about national development and social stability. Recent years the E-Platform rapid large development in China.At the same time E-Platform has become an integral part of the daily business and life of Chinese enterprises due to low cost, openness and interactive the large market still needs to be tapped.China has the largest population, national health is related to the overall physique and quality improvement of the people. How to establish a traceable quality labeling system for the origin of food ingredients to ensure the quality of ingredients. Providing safe and convenient food to coumser is the issues of common concern of food suppliers,e-platform and consumers. In this paper, 91 taste net food e-commerce platform (hereinafter referred to as 91 taste net) is taken as the research object. In view of 91 taste net has passed the entrepreneurial period, it is decided to expand its scale, build its core competitiveness and optimize its business model, so as to maintain its competitive advantage under the changing market environment. This paper is divided into six parts.firstly: synthesizes the research related to the domestic and foreign food platform.Secondly: find the theoretical basis for the study of this article.Thirdly analyse the present situation and main problems of the 91 taste net,direct the solved in this article.Fourthly: analyse the internal and external environment of the 91 taste net to establish the direction of the research.finally, suggest the improving of 91 taste net.In addition, puts forward the safelty measures for the 91 taste net. Through this article, we can provide suggestions for the optimization the 91 taste net and establish a case of e-business platform enrich the strategic management reference of enterprises, and provide support for the healthy development of the e-business platform for food materials in China. Key words:91 Platform;Food Material E-commerce Platform; Business Model Optimization; Advantage and Disadvantage Analysis; Food Material Platform OptimizationMBA 硕士论文 III 目 录 4.5 内部分析................................................................................................................... 30 第 5 章 91 味道网食材电商平台商业模式的优化策略...................................................... 32 5.1 优化渠道资源........................................................................................................... 32 5.2优化价值宣传............................................................................................................33 5.3优化供应渠道............................................................................................................34 5.4客户关系维护的优化策略........................................................................................35 5.5 构建优势关键资源................................................................................................... 35 5.6细化关键活动............................................................................................................37 5.7平台商业模式优化计划对比....................................................................................38 3.3 91味道网运行中存在的问题...................................................................................17 第 4 章 91 味道网食材电商平台优化的环境分析.............................................................. 21 3.1 91味道网食材电商平台概述...................................................................................12 3.2 91味道网采用的运行平台与方式...........................................................................15 2.3 市场营销相关理论.................................................................................................. 10 第 3 章 91 味道网食材电商平台的运行现状...................................................................... 12 2.1 战略管理理论............................................................................................................ 7 2.2 商业模式构成要素.................................................................................................... 9 4.1 PEST 分析.................................................................................................................21 4.2 食材电商平台市场分析........................................................................................... 23 4.3 行业竞争对手分析................................................................................................... 24 4.4 SWOT 分析...............................................................................................................27 1.1 研究背景与研究意义................................................................................................. 1 1.2 国内外研究现状......................................................................................................... 2 1.3 国内外食材电商平台发展现状................................................................................. 3 1.4 研究内容、方法与技术路线..................................................................................... 5 第 2 章 理论基础..................................................................................................................... 7 1 摘要...................................................................................................................................... I Abstract.....................................................................................................................................II 第 1 章 绪论...........................................................................................................................91 味道网食材电商平台商业模式优化研究 IV 第 6 章 91 味道网电商食材平台商业模式的运营措施...................................................... 41 6.1优化行业环境建立市场关注机制............................................................................41 6.2搭建公司员工的交流学习平台................................................................................42 6.3 多举并措保障食材供应........................................................................................... 42 6.4完善人才培养奖惩制度............................................................................................43 结论与展望............................................................................................................................. 44