基于商业画布理论的速冻食品企业电商化转型模式研究——以A公司为例

Research on the E-Commerce Transformation Model of Frozen Food Enterprises Based on Business Model Canvas Theory—A Case Study of Company A

摘要: 随着数字经济的深入发展和消费习惯的深刻变迁，速冻食品行业以商超为核心的传统渠道体系面临增长瓶颈，电商化转型已成为企业实现可持续发展的战略选择。本文以商业画布理论为分析框架，选取国内速冻食品行业龙头企业A公司为研究对象，从客户细分、价值主张、渠道通路、客户关系、收入来源、核心资源、关键业务、重要合作和成本结构九个维度，剖析其电商化转型的路径与模式。研究发现，A公司通过构建兴趣电商和即时零售的双轮驱动格局、优化产品矩阵适配不同电商场景等举措，形成了传统速冻企业电商化转型的独特范式，为速冻食品行业乃至更广泛的传统快消品企业提供了理论参考与实践启示。

Abstract: With the in-depth development of the digital economy and profound changes in consumption habits, the traditional channel system centered on supermarkets and hypermarkets in the frozen food industry has encountered growth bottlenecks. E-commerce transformation has become a strategic choice for enterprises to achieve sustainable development. Based on the Business Model Canvas as the analytical framework, this paper selects Company A, a leading enterprise in China’s frozen food industry, as the research object, and analyzes the path and model of its e-commerce transformation from nine dimensions: customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. The study finds that Company A has formed a unique paradigm of e-commerce transformation for traditional frozen food enterprises by building a dual-wheel-driven pattern of interest-based e-commerce and instant retail, and optimizing its product portfolio to adapt to different e-commerce scenarios. This provides theoretical references and practical implications for the frozen food industry and even a broader range of traditional fast-moving consumer goods (FMCG) enterprises.