我国生鲜电商作为电商品类中的后起之秀，一直备受关注。伴随着现代经济的快速发展，人们对于生活态度有了很大的转变，其中年轻高知人群尤其注重产品的质量与服务。在日常生活中，人们除了追求健康、高质的同时，更加关注生活便捷性、舒适度的提高，在线购买日常生活产品逐渐成为中高收入家庭的常态，生鲜电商应需而生，而行业中的每日优鲜公司通过首创「前置仓+全品类精选」模式，将仓库搬到顾客家附近，实现半径三公里覆盖，解决了生鲜电商「最后一公里」的瓶颈难题，快速成为行业中的领跑者，在国内生鲜电商的市场占有一定的地位。

但生鲜电商在快速发展的同时也面临着许多问题，如产品质量良莠不齐，库存渠道多受限制等等，因此，探索生鲜电商的未来发展道路并为相应问题提供行之有效的建议，具有非常重要的研究意义。本文通过运用PEST模型对行业进行宏观环境分析，以及运用波特五力模型对行业进行微观环境分析，阐明生鲜电商行业目前所处在的环境，并以极具行业代表性的每日优鲜股份有限公司为例，探讨生鲜电商运营现状，通过相关电商理论知识及相关数据整理，分析每日优鲜企业存在的问题，给予一定的建议。

关键字：生鲜电商、内部因素、PEST模型、波特五力模型

When it comes to the fresh e-commerce in China as a rising star in the field of e-commerce, it has attracted great concern from the outside world. At the same time, people's attitude towards life has changed a lot with the rapid development of modern economy, in which young people who receive high education pay special attention to the quality of products and services. Besides, people pay more attention to the improvement of life convenience and comfort in addition to the pursuit of health and high quality in daily life. Under this condition, the online purchase of daily life products has gradually become the norm for middle and high-income families, which thus makes the fresh e-commerce come into being as time requires. The MISSFRESH in the industry moves the warehouse to the vicinity of customers' homes through the initiative of “front warehouse + full category selection” mode, thus achieving a radius of three Kilometer coverage. As a result, it solves the bottleneck problem of “the last kilometer” of fresh e-commerce, which quickly becomes the leader in the industry, and occupies a certain position in the domestic fresh e-commerce market.

However, fresh e-commerce also faces many problems in its rapid development, such as uneven product quality, limited inventory channels and so on. Thus, it is of great significance to explore the future development channel of fresh e-commerce and provide effective suggestions for the corresponding issues. This paper analyzes the macro environment of the industry using PEST model and analyzes the micro environment of the industry using Porter's Five Forces Model. As a result, it figures out the current environment of the fresh e-commerce industry, which takes the representative MISSFRESH of the industry as an example to discuss the current situation of the fresh e-commerce operation. Meanwhile, it analyzes the problems existing in the enterprise by sorting out the relevant e-commerce theoretical knowledge and relevant data, so as to put forward some suggestions.

Keywords: Fresh E-commerce, Internal Factors, PEST Model, Porter's Five Force Mode