菏泽学院学报

互联网时代，生鲜电商跨界发展有利于满足消费者的新需求，符合新零售时代的发展方向，同时能促进相关产业的发展。但是，目前生鲜电商行业面临诸多问题，使生鲜质量难以管控。为了优化生鲜电商的跨界发展，需要针对生鲜电商实践中存在的难题，加强冷链物流建设，解决生鲜“最后一公里”配送难题；打造生鲜产品品牌，增强竞争优势；优化产品存储与配送，有效降低生鲜电商的运营成本；加快推进生鲜产品包装及冷链存储标准化建设。

In the Internet era, the cross-border development of fresh food e-commerce is conducive to meeting the new needs of consumers, in line with the development direction of the new retail era, and can promote the development of related industries. However, many problems faced by the industry make it difficult to control the quality of fresh food currently. In order to optimize the cross-border development of fresh food e-commerce, it is needed to strengthen the construction of cold chain logistics to solve the problem of last-mile distribution according to the problems existing in the practice of e-commerce, build product brand to enhance competitive advantages, optimize product storage and distribution to effectively reduce operating costs, and accelerate the standardization of fresh product packaging and cold chain storage.