经济发展带来人民生活水平的提高，食品消费结构发生变化，对生鲜 食品所占比重增加。互联网大数据的融合，新零售生鲜电商在国内迅猛发 展，推动供应链系统不断完善，尤其是物流系统在全国范围内布局发展。 互联网企业、传统商超等企业都入局生鲜电商，竞争加剧形成多种商业模 式并存的局面。同时也出现了产品同质化、客户体验差，恶性竞争、商业 模式雷同等不良好的现象。针对这些问题，本文选取了线上+线下商业模式 的HM生鲜电商为例，进行详细分析。 本文主要运用商业画布理论、六要素理论、波特五力模型、对比分析、 5M因素分析法等方法，对HM生鲜电商商业模式面临的困境和竞争环境进行 系统的分析。发现问题提出改进的策略并且创新性的将融合型商业模式与 商业模式三维评价模型相结合，找到HM公司商业模式改进对策，实现消费 者价值、企业内部价值、合作供应链价值三方面的融合。加快轻资产运营 的生态圈建设，联合传统商超优势资源实现共赢，在控制成本同时增加收 入来源，实现生鲜电商盈利。并绘制了新的商业模式画布模型。总之，从 系统的商业模式角度出发丰富了研究内容，为HM公司发展提供商业模式 改进的策略，也为生鲜电商和传统商超的转型发展提供借鉴和参考。 关键词：新零售；HM生鲜电商；商业模式；商业画布；融合型商业模式 II RESEARCHONTHEINTEGRATEDBUSINESSMODELOFHMFRESHFOOD E-COMMERCECOMPANY ABSTRACT Economicdevelopmenthasbroughtaboutimprovementsinpeople'slivingstandards, changesinthestructureoffoodconsumption,andanincreaseintheproportionoffreshfood. WiththeintegrationofbigdataontheInternet,newretailfresh-foode-commercehas developedrapidlyinChina,promotingthecontinuousimprovementofthesupplychain system,especiallythedevelopmentofthelogisticssystemacrossthecountry.Internet companies,traditionalbusinesssupermarketsandothercompanieshaveenteredthefresh producee-commercebusiness.Theindustry'scompetitionhasintensifiedandavarietyof businessmodelshavecoexisted.Atthesametime,therehavealsobeenphenomenaof producthomogeneity,poorcustomerexperience,viciouscompetition,andbadbusiness models.Inresponsetotheseproblems,thisarticleselectstheonline+offlinebusinessmodel ofHMfreshe-commerceasanexamplefordetailedanalysis. Thisarticlemainlyusescommercialcanvastheory,six-factortheory,Porter'sfive-force model,comparativeanalysis,5Mfactoranalysisandothermethodstosystematicallyanalyze thedilemmaandcompetitiveenvironmentfacingthebusinessmodelofHMfresh e-commerce.Discovertheproblemsandproposeimprovedstrategiesandcreativelycombine theconvergedbusinessmodelwiththethree-dimensionalevaluationmodelofthebusiness modeltofindtheHMcompany'sbusinessmodelimprovementcountermeasurestoachieve theintegrationofconsumervalue,enterpriseinternalvalue,andcooperativesupplychain value.Acceleratetheconstructionofanecosystemforasset-lightoperations,combine traditionalcommercialsuperiorresourcestoachieveawin-winsituation,increaserevenue sourceswhilecontrollingcosts,andachievefreshe-commerceprofits.Anddrawanew businessmodelcanvasmodel.Inshort,fromtheperspectiveofthesystem'sbusinessmodel,it enrichestheresearchcontent,providesstrategiesforimprovingthebusinessmodelforthe developmentofHMcompanies,andalsoprovidesreferenceandreferenceforthe transformationanddevelopmentoffreshe-commerceandtraditionalbusinesssupermarkets. KEYWORDS：Newretail；HMfreshe-commerce；ConvergedBusiness III Model；Commercialcanvastheory；Convergedbusinessmodel IV 目录 摘要.........................................................................................................................................I ABSTRACT...................................................................................................................................II 第一章绪论.............................................................................................................................1 1.1研究背景和意义..........................................................................................................1 1.1.1研究背景...........................................................................................................1 1.1.2研究意义...........................................................................................................1 1.2相关概念及研究综述..................................................................................................2 1.2.1新零售概述.......................................................................................................2 1.2.2商业模式概述...................................................................................................3 1.2.3融合型商业模式相关理论...............................................................................3 1.2.4国内外生鲜电商的商业模式研究概述...........................................................4 1.2.5相关研究的评述...............................................................................................7 1.3研究内容与方法..........................................................................................................7 1.3.1研究内容...........................................................................................................7 1.3.2研究方法及思路...............................................................................................8 1.4研究创新之处...............................................................................................................9 第二章国内生鲜电商商业模式现状及问题分析..............................................................10 2.1生鲜行业现状及发展趋势........................................................................................10 2.1.1生鲜市场发展历程.........................................................................................10 2.1.2生鲜电商发展历程.........................................................................................10 2.1.3生鲜行业发展趋势.........................................................................................12 2.2生鲜电商商业模式现状及发展趋势........................................................................17 2.2.1不同周期的商业模式.....................................................................................17 2.2.2生鲜电商商业模式的发展趋势.....................................................................18 2.2.3融合型商业模式发展现状.............................................................................19 2.3生鲜市场及电商商业模式存在问题........................................................................19 V 2.3.1生鲜市场面临的问题.....................................................................................19 2.3.2生鲜电商商业模式存在的问题.....................................................................20 第三章HM公司商业模式现状及竞争环境.......................................................................22 3.1HM公司及其商业模式发展现状............................................................................22 3.2HM生鲜电商商业模式内容....................................................................................22 3.3HM公司商业模式的特点........................................................................................23 3.3.1创新的商业模式.............................................................................................23 3.3.2培养用户粘性.................................................................................................24 3.3.3产品运营.........................................................................................................24 3.3.4价值链整合与管理.........................................................................................24 3.4HM公司商业模式面临的竞争环境........................................................................24 3.4.1竞争环境分析.................................................................................................24 3.4.2波特五力模型竞争环境分析.........................................................................26 第四章HM公司商业模式面临的困境及创新思路..........................................................30 4.1画布理论下HM公司商业模式的描绘...................................................................30 4.1.1HM公司商业模式画布.................................................................................