随着互联网的不断发展与物流网络的不断完善，曾经被认为难以通过互联网销售的生鲜产品也逐渐开始进入网络空间，而随着我国电子商务的不断发展，中国网购人群已超越美国成为世界最大的网络消费国，城市居民特别是年轻的消费者更习惯于通过网络来购买生活中所有的商品，通过电子商业模式销售生鲜农产品逐渐成为一个专有名词，即生鲜电商。消费者日益增长的需求促进了我国生鲜电商行业的起步于发展，特别是2012年以来，产业资本不断涉足其中，生鲜电商成了国内电子商务市场的新的蓝海。 然而，生鲜电商发展了这么多年，却没有一个成熟的运作流程及服务模式，导致许多产业资本在进入生鲜电商这个行业后不得不铩羽而归亦或是艰难度日，本文创新的通过对生鲜电商整个产业链进行分割分析，从线上商业模式、供应管理模式及物流链选择模式三方面对生鲜行业进行立体分析。 通过SWOT分析法对有志于进入生鲜电商这个行业的S电商进行先期分析，通过对S电商实施生鲜销售服务的线上商业模式选择、选择供应模式、选择物流配送模式、建立与商业模式相适应的部门，建立符合针对商品与市场特性的营销方案这五个方面最终为S电商实施生鲜销售服务形成设计方案

With the development of internet and logistics network, the fresh food which once been thought difficult to sell online has gradually found in online retailers. With the development of electronic commerce, the number of China has surpassed American. China becomes the world’s largest online consumer market. The citizens, especially the youngers are getting used to shopping online. Sales of fresh agricultural products through internet is known as the word -- e-commerce of the fresh agricultural products. Consumer’s growing demand for fresh agricultural products promote the development of the industry. Especially since 2012, as the involving of industry capital, e-commerce of the fresh agricultural has become a new Blue Ocean of e-commerce. However, there’s still no mature operate process or service mode as years passed. As a result, many industry capital involved is struggling to survive. This study separate the whole industry chain, and make analysis from online business model, supply management model and logistics chain selection model. The study made SWOT analysis of S e-commerce enterprise which aims to sale agricultural products online. Besides, the study formed the design program based on the following five aspects, including the choice of online business model, the establishment of production (procurement) directory and plan, the selection of the supply mode, establish appropriate organizational structure and the marketing plan basing on commodity and market characteristics.