高、低线城市生鲜即时零售履约模式与优化策略研究

Fulfillment Models and Optimization Strategies for Fresh Produce Instant Retail in High-Tier and Low-Tier Cities

摘要: 生鲜即时零售是零售行业增长核心引擎，但其履约体系高度依赖仓配资源。我国高、低线城市仓配资源禀赋存在显著异质性，导致同质化履约模式难以为继，制约行业均衡高质量发展。本文以资源基础理论与供应链协同理论为支撑，采用非实证研究方法，界定核心内涵并对比高低线城市主流履约模式适配差异，发现两者均存在与资源禀赋适配不足的问题。基于此，本文从政府、企业、行业维度提出差异化履约优化策略与保障措施，为从业者提供决策参考，推动行业资源适配、降本增效与区域均衡发展。

Abstract: Fresh instant retail acts as the core growth engine of the retail industry, and its fulfillment system is highly dependent on warehouse and distribution resources. Significant heterogeneity exists in warehouse and distribution resource endowments between high-tier and low-tier cities in China, which makes the homogeneous fulfillment mode unsustainable and restricts the balanced and high-quality development of the industry. Based on the resource-based view and supply chain collaboration theory, this paper adopts a non-empirical research method to define core concepts and compare the adaptation differences of mainstream fulfillment modes in high-tier and sinking cities. It is found that insufficient adaptation between fulfillment modes and regional resource endowments commonly exists in both types of cities. From the perspectives of government, enterprises and industry, this paper puts forward differentiated optimization strategies and supporting measures for fulfillment, so as to provide decision-making references for practitioners, and promote resource adaptation, cost reduction, efficiency improvement and balanced regional development of the industry.