基于灰色关联度的生鲜电商市场交易规模影响因素研究  

Analysis of Influential Factors about Trade Scale of Fresh Food E-commerce Based on Grey Correlation Degree

作　　者：杨力[1] 杨友 YANG Li;YANG You(Department of Management,Anhui Vocational College of Defense Technology,Lu’an,Anhui 237011,China;School of Economics and Management Science,Hebei North University,Zhangjiakou,Hebei 075000,China)

机构地区：[1]安徽国防科技职业学院经贸管理学院,安徽六安237011 [2]河北北方学院经济管理学院,河北张家口075000

出　　处：《河北北方学院学报（自然科学版）》2019年第11期46-49,共4页Journal of Hebei North University:Natural Science Edition

基　　金：2016年度安徽省高校人文社会科学研究项目(SK2016SD15);安徽省2015年省级质量工程特色专业项目(2015tszy075);安徽省2016年省级质量工程教学团队项目(2016jxtd025)

摘　　要：目的随着“互联网+”与传统行业的不断融合,物联网、冷链物流的发展,新零售等新兴模式的不断涌现,生鲜电商近些年成为电商细分行业中迅猛发展的重要品类之一,为确定生鲜电商市场交易规模的影响因素及量化各因素影响程度,给政府和生鲜电商企业提出建议和意见。方法运用德尔菲法选取生鲜电商行业市场规模影响因素,利用灰色关联度分析法计算各个因素对生鲜电商市场交易规模的影响力度。结果影响国内生鲜电商行业市场规模相关因素由强到弱的顺序为:快递服务企业业务量、国内生产总值、电子商务交易规模、生鲜农产品网络零售交易额、网络零售规模、网络购物用户规模、生鲜产品规模、城镇居民家庭人均可支配收入、冷链物流仓储规模、农产品冷链物流总额、城镇人口规模。结论快递服务企业业务量是推动国内生鲜电商行业市场交易额增长的最主要因素,同时国内生产总值(GDP)、电子商务交易规模、生鲜农产品网络零售交易额、网络零售规模对国内生鲜电商行业市场交易规模增长也起着举足轻重的作用。因此,生鲜电商企业可以线上线下共同发展,降低物流配送方面的成本,严控生鲜电商产业链关键环节,提供优质服务。Objective With the continuous integration of“Internet+”and traditional industries,the development of the Internet of things,cold chain logistics,and the emergence of new models such as new retail,online Fresh food providers have become one of the most important categories in the rapid development of the E-supplier segmentation industry in recent years.Suggestions and opinions to the government and fresh food E-commerce enterprises were put forward.Methods Delphi method was used to select the influencing factors of fresh food E-commerce market scale,and grey relational analysis method was used to calculate and analyze the impact of various factors on fresh food E-commerce market scale.Results The influential factors from strong to weak were business volume of express enterprises,gross domestic product(GDP),trade scale of fresh food E-commerce,online retail scale of fresh food,the scale of online retail,the scale of network shopping user,the sale of fresh food,the per capita disposable income of urban residents,the sale of cold chain logistics ware house,cold chain logistics of agricultural products,and the urban population size.Conclusion The business volume of express enterprises is the most important factor.At the same time,gross domestic product(GDP),trade scale of fresh food E-commerce,online retail scale of Fresh Food,the scale of online retail have significant impacts on the trade scale of Fresh Food E-business.According to the conclusion of the study,this paper gives some suggestions to E-commerce enterprises,such as promoting online and offline integration,reducing the cost of logistics,strengthening management of fresh food E-commerce industry chain,and providing quality service.

关 键 词：生鲜电商 影响因素 灰色关联度 

分 类 号：F713.36[经济管理—产业经济]