目的 研究电商模式下商品包装的特点， 剖析生鲜电商包装存在的突出问题， 并提出解决对策。方法 通过文献研究、 大数据挖掘、 网络调研， 结合自身购物体验， 综述了生鲜电商及其运营模式， 对电商包装与传统运输包装、 销售包装进行比较， 剖析当前电商包装存在的突出问题， 提出对策。结果 生鲜品电商包装存在法规、 标准缺失， 保鲜效果堪忧， 绿色环保性不足， 用户体验不佳等诸多问题， 亟待研究解决。结论 电子商务的迅猛发展势必增加对电商包装的需求量， 解决电商包装存在的诸多问题， 适度包装， 降低运营成本， 提升网购用户体验， 是优化电商包装方案， 促进电商发展必然选择。

The characteristics of commodity packaging in the E-commerce mode were researched, the problems in the fresh products′e-commerce packaging were analyzed, and the countermeasures were proposed. The fresh products E-commerce and its business mode were reviewed by means of literature research, big data analysis, network investigation and online shopping experience. The characteristics of e-commerce packaging were compared to the traditional transport packaging and sales packaging, the existing problems of the fresh products′ e-commerce packaging were analyzed, and the countermeasures were proposed. There were several problems of the fresh products′e-commerce packaging, such as the lack of standards and regulations, low fresh keeping effects, insufficient environment friendliness, and poor user experience, which remained to be solved. Demand for E-commerce packaging will increase as a result of the rapid development of electronic commerce. Therefore, solving the current problems in E-commerce packaging, using proper packaging, reducing costs, and enhancing the online shopping users′experience will be the inevitable choice for optimizing the E-commerce packaging solutions and promote the development of E-commerce.