随着经济的发展传统实体零售和线上平台都进入了发展的瓶颈期，零售业 面临着转型升级，面对这一情形新零售应运而生。伴随新零售发展的还有即时 配送，新零售不仅促进了即时配送的发展，也对其提出了更高的要求。 新零售背景下即时配送快速发展前景广阔，但由于整个行业处于刚刚经历 了发展期进入成熟期的阶段，还存在许多问题，即时配送企业想要得到良好的 发展，选择一个合适的配送模式至关重要，因而对现有配送模式进行研究和优 化显得十分重要。 本文在新零售和即时配送理论研究的基础上，通过对昆明市区蜂鸟即配的 发展环境和配送模式现状进行分析，提出蜂鸟即配当前存在的问题。然后，针 对昆明市区蜂鸟即配现有配送模式存在的问题，以消费者对即时配送服务需求 和满意度为出发点设计调查问卷，结合企业的发展现状，构建配送模式评价体 系，通过对比配送模式优化前后的结果为昆明市蜂鸟即配选择较为合理的配送 模式。最后，从新零售背景出发，针对优化后的配送模式从人、财、物三个方 面提出改进意见并提出三个措施来保障改进意见的实施。 为昆明市区蜂鸟即配的发展提供科学合理的方法和对策，使企业实现降本 增效。 关键词：新零售；蜂鸟即配；配送模式 III Abstract With the development of economy, traditional physical retail and online platform have entered the bottleneck period of development, retail industry is facing transformation and upgrading, in the face of this situation, new retail came into being. With the development of new retail, there is also real-time distribution, new retail not only promotes the development of real-time distribution, but also puts forward higher requirements. Under the background of new retail, real-time distribution has a broad prospect of rapid development, but because the whole industry has just experienced the stage of development into maturity, there are still many problems, real-time distribution enterprises want to get a good development. It is very important to choose an appropriate distribution model, so it is very important to study and optimize the existing distribution model. On the basis of the research on the theory of new retail and real-time distribution, this paper analyzes the development environment and distribution mode of hummingbird in Kunming, and puts forward the existing problems of hummingbird. Then, in view of the problems existing in the existing distribution mode of hummingbird in Kunming, a questionnaire is designed based on consumers' demand and satisfaction with real-time distribution service. Combined with the current situation of enterprise development, the evaluation system of distribution model is constructed. Through the comparison of the results before and after the optimization of the distribution model, the hummingbird in Kunming chooses a more reasonable distribution mode. Finally, starting from the new retail background, in view of the optimized distribution model from the human, financial, material three aspects of improvement suggestions and put forward three measures to ensure the implementation of the improvement opinions. The purpose of this paper is to provide scientific and reasonable methods and countermeasures for the development of hummingbirds in Kunming so as to reduce IV cost and increase efficiency.