Business model optimization plan for S.F. Group's fresh e-commerce business

• Autor(a) principal: Zhuobin Huang
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19547
• topic: Business model; Business model canvas; Fresh e-commerce business; Diversification; Modelo de negócios; Quadro de modelo de negócios; Novo negócio de comércio electrónico; Diversificação

Nowadays, the market is increasingly fierce, so many companies seek new growth points through business diversification. However, logistics companies have not succeeded in integrating business in the e-commerce industry. In order to answer the failure of logistics enterprises in the field of E-commerce, this paper chooses S.F. BEST as the research object. Case study is conducted on JD.com FRESH and MISSHFRESH to explore their successful experience in business model and the diversity of the industry. After that, we proposed feasible suggestions on the problems existing in S.F. Group. The study of this project found that fresh e-commerce not only needs to provide customers with quality products and delivery services but also needs to establish a good relationship with customers through platforms and channels. However, S.F. Group lacked the ability of platform and channel management, and its market positioning was obviously wrong, so it suffered from business failure and financial losses. Aiming at the shortcomings of S.F. Group's business model in market positioning accuracy and resource utilisation ability, this project proposes improvement suggestions and a development plan. By improving the implementation of the plan, we hope to help S.F. Group reshapes its business model and business operation process, and help the company achieve business diversification and vertical integration.