Research on the Development Strategy of Fresh Food E-commerce Enterprises under COVID-19-Taking Ding Dong as an Example

摘要

During the period of the COVID-19 epidemic situation, many industries and enterprises fell into crisis due to the negative impact they have suffered. However, some industries have enjoyed a wave of dividends of epidemic situation and developed during the fight against the epidemic situation. Fresh e-commerce industry is one of them. Taking Ding Dong as an example, this paper comprehensively analyzes the reasons for its success from PEST, SWOT, market behavior, organization strategy and other aspects, and gives suggestions on highlighting platform advantages, improving service quality and improving cold chain logistics system, so as to enhance the sustainable development ability of fresh food e-commerce enterprises under the epidemic situation.