摘要：With the advent of the post-epidemic era, China's nascent fresh food e-commerce industry has given people a new way to buy fresh products, and through this novel marketing model, it has alleviated the unsalable and short shelf life of fresh products.Taking the Hema Xiansheng APP platform in Shenzhen as an example, the questionnaire survey method is used to analyze the consumption motives and consumption behaviors of consumers to analyze the consumption dilemma and reasons of the company, and propose improvement measures: formulate commodity price standards; improve product quality; strengthen corporate branding Optimization; optimize the links of the logistics chain; attach importance to the personal experience of customers. It is demonstrated that by analyzing the consumption motivation and consumption behavior research of consumers and giving proper guidance, the efficiency of business operation can be improved. At present, the research and exploration of the fresh food e-commerce industry outside China is at the basic stage. Based on the research on the relationship between the consumption motivation and consumption behavior of Chinese consumers in fresh food e-commerce, it effectively expands the long-term confusion of Chinese agricultural products. The "last mile" of the terminal market and the promotion of fresh food e-commerce enterprises have certain practical value and significance.
