随着互联网技术的飞速发展以及智能移动终端的高普及率，在线购物已经成为了人们消费的主要模式。而作为人们日常饮食生活当中的必备品，生鲜产品因其需求量大与稳定的特点，也逐渐开始被搬到互联网平台进行销售。继而为了应对与解决生鲜产品高损耗率，标准化程度低的特点，完善消费体验，线上线下融合的O2O模式开始被生鲜电商所关注。 每日优鲜与厨易时代是目前生鲜电商领域当中，应用的运营模式较为新颖有特色且比较成功的两家企业。本文从线上企业形象的树立、品牌理念的传播、线下物流、仓储模式等角度出发，对比分析两家企业在各方面不同的运作模式，总结O2O生鲜电商企业具备的差异化竞争优势以及可供市场上其他生鲜电商企业借鉴与参考的运营经验与启示。

With the rapid development of Internet technology and the high penetration of smart mobile terminals, online-shopping has become the main way of consumption among the consumers in China. As the necessities in daily life, fresh products have gradually started to be sold on the Internet platform due to their characteristics of large demand and the stability. Thus, in order to cope with the problem of high loss rate, low standardization degree, the unsatisfied consumption experience, the model of O2O begun to be noticed by the fresh e-commerce companies gradually. Among the fresh product e-commerce field, the “Daily Fresh” and “Easy Cooking Time” is the companies who operate relatively successful with innovative business model. From the viewpoint of the enterprise image establishment, spread of brand conception, logistics, warehouse, this article compared and analyzed the different operational model of the two companies. Through the case analysis, this article concluded the competitive edge of differentiation as well as the valuable operational experience that other fresh product e-commerce companies could reference.