生鲜电商平台盈利模式研究——以叮咚买菜为例
Research on the Profit Model of Fresh E-Commerce Platforms—Taking Dingdong Maicai as an Example

生鲜电商属于正在成长的新兴行业，不断发展的数字经济推动了我国电商行业的高速发展，生鲜电商的发展前景十分广阔，因此大批优秀的电商企业也应运而生。但目前生鲜电商企业间存在较大的竞争，市场上生鲜电商中盈利的只有不到1%，因此电商平台只有保持合理的盈利速度才能够提升企业的竞争力。本文以叮咚买菜为例，分析其盈利模式及存在的问题，并提出改进对策帮助其提升市场竞争力，破解当前的艰难困局，也给我国其他生鲜电商平台提供一些参考。
Fresh e-commerce is a growing emerging industry, and the constantly developing digital economy has driven the rapid development of China’s e-commerce industry. The development prospects of fresh e-commerce are very broad, so a large number of excellent e-commerce enterprises have emerged. However, at present, there is significant competition among fresh food e-commerce companies, with less than 1% of them making profits in the market. Therefore, e-commerce platforms can only enhance their competitiveness by maintaining a reasonable profit rate. This article takes Dingdong Maicai as an example to analyze its profit model and existing problems, and proposes improvement measures to help it enhance its market competitiveness, solve the current difficult situation, and provide some reference for other fresh food e-commerce platforms in China.