直播电商与预制菜产业的协同机制与效果评估研究

A Study on the Synergistic Mechanism and Effect Evaluation of Live E-Commerce and Prepared Vegetable Industry

摘要: 本研究通过构建“流量–供应链–数据–品牌”四维协同框架，采用案例比较法分析直播电商与预制菜产业的协同机制。研究发现：四大协同机制构成动态增强系统，其中供应链驱动型模式更具可持续性，而营销驱动型模式因供应链短板难以持续；协同效应的价值归宿在于构建品牌信任。基于叮咚买菜与趣店预制菜的对比分析，揭示了不同协同路径的内在逻辑，为预制菜企业的直播策略选择、平台运营优化及行业监管提供了实践启示。

Abstract: This study analyzes the synergistic mechanism between live e-commerce and the prepared vegetable industry by constructing a four-dimensional synergistic framework of “traffic-supply chain-data-brand” and adopting the case comparison method. The study finds that the four synergistic mechanisms constitute a dynamic enhancement system, in which the supply chain-driven model is more sustainable, while the marketing-driven model is difficult to be sustained due to the shortcomings of the supply chain; the value of the synergistic effect lies in the construction of brand trust. Based on the comparative analysis of Dingtone grocery and Fun Store prepared vegetables, the study reveals the internal logic of different synergistic paths, and provides practical insights for the choice of live broadcasting strategy, platform operation optimization and industry regulation of prepared vegetables enterprises.