基于客户感知的苏州食行生鲜供应链配送优化策略  

Optimization Strategy of Fresh Supply Chain Distribution in Suzhou Fresh Service Based on Customer Perception

作　　者：杨浩军[1] 孙永强 YANG Haojun;SUN Yongqiang(Suzhou Institute of Trade and Commerce,Suzhou 215009,China)

机构地区：[1]苏州经贸职业技术学院,江苏苏州215009

出　　处：《物流科技》2020年第9期151-154,179,共5页Logistics Sci-Tech

摘　　要：在对苏州食行生鲜客户调查了解基础上,基于新零售背景下O2O客户体验理论,采用AHP(层次分析法),建立了基于客户感知的生鲜电商供应链配送评价模型,并对食行生鲜的供应链配送的客户满意度进行了调查研究,调查发现:不同类型客户对生鲜配送的需求有所区别;客户对苏州食行生鲜的物流服务可靠性满意度高,对配送产品品质、配送的经济性比较满意,但对配送的响应性、灵活性方面评价一般,还有改进空间。最后,应用生鲜电商供应链理论,从构建品特产品供应链、完善配送模式、丰富配送取货场景、设立前置仓四个方面提出了其供应链配送的优化策略。Based on the survey to customer of Suzhou fresh service,set up the evaluation index of customer perception based on the O2O customer experience theory under new retail background,and do the investigation to customer satisfaction of Suzhou fresh service supply chain distribution.Investigation found:different type customers have the different demands for fresh food distribution;customers are highly satisfied for reliability of Suzhou fresh service logistics service,quite satisfactory to distribution quality and economy,and there are some rooms to improve the distribution reactivity and flexibility.Finally,raise the supply chain distribution optimization strategy through building the supply chain for brand specialty,improving distribution mode,diversify distribution and pick up scenario and setting pre warehouse based on fresh electricity market supply chain theory.

关 键 词：顾客感知 满意度 食行生鲜 供应链 配送 

分 类 号：F274[经济管理—企业管理]