所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/1979
案例名称：攀越珠穆朗玛峰：电果网跨越冷链门槛之路
译 名：Climbing Mount Qomolangma: ECFruit Spans Cold-Chain Threshold
案例作者：方虹、杜萌、张芳、王红霞
作者单位：北京航空航天大学
中文摘要：2012年被称作是中国生鲜电商元年。由于生鲜电子商务的市场容量巨大，毛利率高，吸引主要大型电子商务和快递企业的龙头纷纷开始进入生鲜电商领域，生鲜电商已成为竞争十分激烈的行业。同时，生鲜电商的进入门槛较高，冷链物流是生鲜电商发展最大的瓶颈。本案例以国内生鲜电商起步较早、市场地位领先的电果网农产品有限公司的冷链物流探寻之路为主线，介绍电果网在生鲜电商大潮中从坚持自建冷链物流业务、利用外包冷链物流、到自营+第三方冷链物流的选择过程，并寻找冷链物流支持电果网实现线上与线下互动与融合发展的途径。本案例将价值链的思想引入冷链物流管理中，分析电果网在开启冷链与价值链融合发展中遇到的问题与挑战，探讨冷链生态圈的发展思路，引发对电果网未来发展的思考，对其他生鲜电商发展具有一定的借鉴和参考价值。
英文摘要：2012 has been described as the first year of fresh e-commerce in China. Due to the huge market capacity and high gross profit margin of the fresh e-commerce industry, numerous of major large-scale e-commerce companies and leading courier companies have been attracted to enter into the fresh e-commerce field. It leads to fresh e-commerce becoming a very competitive industry. Meanwhile, the fresh e-commerce has high barriers to entry because of the bottleneck of cold chain which fresh e-commerce must face. In this case, taking the exploring path of cold chain logistics of ECFruit agricultural products co,Ltd,. The domestic leading fresh e-commerce company as the main line, we introduce its selecting logistic path from self-building cold-chain logistics, using outsourcing cold chain logistics to combination of self-support cold chain with the third party cold chain logistics companies. We also explore an online and offline interaction development path of the ECFruit supported by cold chain logistics. This case brings the theory of value chain into cold chain logistics management, presents the problems and challenges faced by ECFruit during the integration development of opening the cold chain and value chain. We induce the thoughts of future development of ECFruit by representing development ideas of cold chain ecosystem which has certain reference value for other fresh e-commerce enterprises.
中文关键词：电果网；生鲜电商；冷链物流；价值链；冷链生态圈；2015百优案例
英文关键词：ECFruit; fresh e-commerce; cold chain logistics; value chain; cold chain ecosystem
案例入库时间：2015-08
