Abstract
With the development of the economy, people's living standards continue to improve, and the requirements for food quality and food safety are also constantly increasing. More and more fresh agricultural products e-commerce companies have appeared on the market. Hema Fresh has achieved great success in the Shanghai area. A great success. After Hema Fresh successfully operated in Shanghai, it has been launched in Beijing, Hangzhou, Guangzhou and other cities one after another, providing convenience to consumers. However, Hema Fresh also encountered some problems during its development. This article first analyzes the problems encountered by Hema Fresh in the development process, mainly including: unstable product quality, low logistics and distribution efficiency, single platform partners, etc.; secondly, it uses SWOT analysis method to analyze Hema Fresh’s operation process The existing strengths, weaknesses, opportunities, and threats were analyzed; finally, based on the actual situation of Hema Fresh, a series of suggestions and countermeasures were put forward to improve its operational capabilities.
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